Manual CPC, Smart Bidding, Target CPA, Target ROAS, and Maximize Conversions — when to use each strategy and why, explained for the exam and for real campaigns.
Bidding strategy is one of the most consequential decisions in any Google Ads account, and also one of the most tested on the Search certification. I've seen accounts running Target ROAS with only 8 conversions in the last 30 days, wondering why performance is erratic — and accounts on manual CPC that could be driving 40% more volume if they just trusted Smart Bidding with the right data behind it. The exam tests whether you understand which strategy fits which goal, and under what conditions each one works. Here's the breakdown.
A foundational question establishing the baseline before the exam tests Smart Bidding strategies.
Correct answer: C. Manual CPC
Manual CPC lets you set a maximum cost-per-click for individual keywords, giving you direct control over how much you're willing to pay at the keyword level. It's the most hands-on approach and works well when you have a small account, limited conversion data, or want to maintain granular control. In practice, I use Manual CPC when onboarding brand new accounts with no conversion history — Smart Bidding needs data to work from, and there's no point asking it to optimise before that data exists.
This scenario tests whether you can match the right bidding strategy to the right business goal and data conditions.
Correct answer: C. Target CPA (Cost Per Acquisition)
Target CPA tells Google to automatically set bids to get as many conversions as possible at or around your target cost per acquisition. It works best when the account has strong, consistent conversion history — Google recommends at least 30–50 conversions in the last 30 days, though more is always better. With 80+ conversions per month and a 6-month track record, this account has exactly the signal Smart Bidding needs to perform reliably. I'd move it to Target CPA without hesitation.
Revenue-focused bidding is a distinct use case from lead generation — the exam tests whether you know which strategy maps to which goal.
Correct answer: B. Target ROAS (Return on Ad Spend)
Target ROAS tells Google to optimise bids to achieve a specific return on ad spend — for example, a target of 400% means Google will try to generate £4 in revenue for every £1 spent. It requires passing conversion value (revenue) back to Google Ads via conversion tracking, which is why it's more commonly used in ecommerce where each purchase has a trackable value. I always make sure conversion values are accurately configured before switching a client to Target ROAS — without real revenue data feeding back, the strategy has nothing meaningful to optimise toward.
New campaign setup is a practical scenario that tests your understanding of how Smart Bidding performs without historical data.
Correct answer: B. Maximize Conversions or Manual CPC to build conversion history before switching to a more specific Smart Bidding strategy
Without conversion data, strategies like Target CPA and Target ROAS are essentially flying blind. Maximize Conversions is a good starting point for new campaigns because it doesn't require a target — it simply tries to get as many conversions as possible within the budget. Once you have 30–50 conversions, you can layer in a CPA or ROAS target. Alternatively, Manual CPC gives you full control while you build that data. I typically use Maximize Conversions for the first 4–6 weeks of a new campaign, then transition once the data is there.
Target Impression Share is often confused with awareness vs performance goals — the exam tests whether you know its specific use case.
Correct answer: B. Achieving a specific percentage of eligible impressions in a chosen location on the search results page
Target Impression Share lets you bid to appear in a specific position — anywhere on the page, top of page, or absolute top of page — a certain percentage of the time. It's primarily a brand visibility strategy, not a conversion efficiency strategy. I use it selectively for branded campaigns where appearing at the top for your own brand name is non-negotiable, or for competitive conquesting where visibility against a specific competitor matters. For performance-focused campaigns, conversion-based bidding strategies will almost always outperform it.
Not sure which bidding strategy is right for your campaigns — or stuck with Smart Bidding that isn't delivering? The strategy is only as good as the setup behind it. Let me take a look.
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