Every Google Ads campaign has a bid strategy sitting behind it. It decides how much you are willing to pay each time your ad competes for a spot. Pick the wrong one and you can spend a month’s budget chasing the wrong result. Pick the right one and the campaign has a fair chance of doing what you set it up to do.
Most small businesses accept whatever setting Google suggests during setup. That is not always a bad choice, but it helps to know what each option actually does. This guide walks through the main bid strategies in plain terms. It also covers the groundwork you need before handing control to an automated option.
