## Contents

- Bidding Strategies
- Google Ads Bidding
- Meta Ads Bidding

## Bidding Strategies

### Google Ads Bidding

| Strategy | When to Use | Prerequisite |
|----------|-------------|--------------|
| Maximize Clicks | New campaigns, data gathering | None |
| Maximize Conversions | Have 15+ conversions/month | Conversion tracking set up |
| Target CPA | Stable CPA, want to scale | 30+ conversions in last 30 days |
| Target ROAS | Ecommerce, revenue optimization | 50+ conversions with value data |
| Manual CPC | Full control, small budgets | Experience + time to manage |
| Maximize Conversion Value | Revenue-focused scaling | Revenue tracking, 50+ conversions |

**Migration path:** Manual CPC → Maximize Clicks → Maximize Conversions → Target CPA/ROAS

### Meta Ads Bidding

| Strategy | When to Use |
|----------|-------------|
| Lowest Cost (default) | Starting out, learning phase |
| Cost Cap | Maintain profitability at scale |
| Bid Cap | Strict CPA ceiling, auction control |
| ROAS Goal | Ecommerce with revenue tracking |

**Learning phase:** Meta needs ~50 optimization events per ad set per week. Don't touch campaigns during learning phase (usually 3-7 days).

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