Definitions
Bidding strategy basics for a small advertiser
Manual or maximise-clicks bidding suits accounts under about 30 conversions/month; automated bid strategies like target CPA need that volume to learn properly.
- 3 August 2026
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What bidding strategy should a small advertiser use?
If your account gets fewer than roughly 15-30 conversions a month, start with manual bidding or 'maximise clicks' rather than automated strategies like target CPA or target ROAS — automated bidding needs enough conversion volume to learn, and with too little data it often performs worse than a simple manual approach. Once you're reliably hitting 30+ conversions a month, automated bidding usually starts to outperform manual.
Last updated 3 August 2026
| Monthly conversions | Recommended strategy | Why |
|---|---|---|
| Under 10 | Manual CPC or maximise clicks | Too little data for automation to learn |
| 10-30 | Maximise clicks, watch closely | Borderline — test automated cautiously |
| 30-50 | Target CPA (with a realistic target) | Enough data for the algorithm to optimise |
| 50-100 | Target CPA or target ROAS | Reliable enough for automated optimisation |
| 100+ | Target ROAS, more aggressive automation | Plenty of data, automation usually wins |
Do this
The steps, in order.
- Step 1
Count your actual monthly conversions before choosing a strategy
Check your last 30-60 days of conversion data. Under 30 conversions a month, most automated bidding strategies don't have enough signal to optimise well yet.
- Step 2
Start with manual or maximise-clicks if volume is low
These give you direct control and are more predictable with small data, even if they require more manual checking of performance day to day.
- Step 3
Set a target CPA based on your actual break-even, not a guess
If you do move to automated target-CPA bidding, calculate the number from your margin and average order value first — an unrealistic target (too low) will simply limit how much the algorithm spends and delivery drops.
- Step 4
Give automated strategies 1-2 weeks to leave learning mode
Switching bidding strategy resets the learning phase. Expect a dip in performance for the first 1-2 weeks after any change, and don't judge or reverse it before that period ends.
- Step 5
Don't switch strategies too often
Each change resets learning. Pick a strategy, give it a fair run (3-4 weeks), and only switch if it's clearly and consistently underperforming, not after a single bad day.
Worth knowing
The bits people get wrong.
Automated bidding strategies (target CPA, target ROAS, maximise conversions) work by having the platform's algorithm adjust bids in real time based on signals from past conversions. The core requirement for this to work well is enough conversion data — most platforms suggest at least 15-30 conversions in the last 30 days as a rough minimum, and performance is noticeably better above 50.
Below that volume, automated bidding is essentially guessing with too little information, and can spend inconsistently or underdeliver as it tries to find a pattern that doesn't yet have enough data points to be reliable. Manual bidding or a simple 'maximise clicks' strategy gives more predictable, if less optimised, results in this range.
A common mistake is setting an aggressive (low) target CPA before the account has proven it can hit that number. The algorithm responds by simply not spending the budget rather than by finding cheaper conversions, which looks like the campaign 'not working' when it's actually the target that's unrealistic.
As conversion volume grows past 30-50 a month, automated strategies generally start to outperform manual bidding because they can react to signals (time of day, device, audience overlap) faster and more precisely than a person adjusting bids by hand. The transition point isn't a hard rule, but is worth testing once you cross that volume threshold.
Questions
Follow-up questions.
What is target CPA bidding?
An automated bidding strategy where you set a target cost-per-acquisition and the platform adjusts bids in real time to try to hit that average across all conversions, using historical conversion data to predict who's likely to convert.
Why did my automated bidding campaign stop spending?
Usually because the target CPA or ROAS is set too aggressively (too low a cost, or too high a return) for what the account can realistically achieve, so the algorithm holds back rather than overspend past the target.
Should a brand-new account use automated bidding from day one?
Generally no — with zero conversion history, automated bidding has nothing to learn from. Start manual or with maximise-clicks for the first few weeks, then switch once you have conversion data.
How long should I wait after switching bidding strategy before judging results?
At least 1-2 weeks, since switching resets the platform's learning phase and performance typically dips before it stabilises.
Is manual bidding more work than automated?
Yes, it requires checking and adjusting bids yourself, which suits smaller accounts with time to monitor closely. Automated bidding is less hands-on but needs sufficient data to be worth trusting.
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