Summary: In 2025, Smart Bidding is default. But which strategy fits your funnel? This guide compares CPC, Target CPA, Target ROAS and Maximize Value, with practical guardrails.
Manual CPC (legacy)
Rare in 2025. Use only for niche accounts with compliance needs. Otherwise, migrate to automation.
Target CPA (tCPA)
- Great for lead gen with stable conversion tracking.
- Needs volume; at least 30–50 conversions per month per campaign.
Target ROAS (tROAS)
- Best for ecommerce with clear product margins.
- Send item-level values; exclude outliers that skew bids.
Maximize Conversion Value
Powerful with offline values. Works with CAPI or server GTM to feed qualified revenue.
Guardrails
- Set budgets aligned with learning periods (x3–5 tCPA or CAC).
- Check query quality weekly; negatives still matter.
- Use experiments to compare strategies incrementally.
Internal links
Conclusion
No one strategy is “best”. Align bidding with funnel stage, value signals and your tolerance for volatility.