Google Ads Bid Strategies by Campaign Type: The Complete Table
Not every bid strategy is available in every campaign, not all can be shared as portfolios, and a -30% mobile adjustment does not behave the same way under every strategy: it applies with Manual CPC, it changes the target with Target CPA, and it is ignored with Target ROAS.
This page brings these rules together in three reference tables: strategies available by campaign type, portfolio strategies and their targets, and bid adjustments by strategy. It ends with the conversion between CPM and CPC. Every rule links to the Google page that sets it out; where Google’s documentation contradicts itself, we say so.
1. Strategies available by campaign type
| Campaign type | Available strategies | Notes |
|---|---|---|
| Search | Manual CPC, Maximise clicks, Target impression share, Maximise conversions, Target CPA, Maximise conversion value, Target ROAS | Target impression share exists on the Search Network only (Determine a bid strategy based on your goals, Google FAQ). |
| Shopping (standard) | Manual CPC, Maximise clicks, Target ROAS, Maximise conversion value | Maximise conversions is not offered (About automated bidding for Shopping campaigns, Google FAQ). |
| Performance Max | Maximise conversions (optional Target CPA), Maximise conversion value (optional Target ROAS) | No portfolio, no bid adjustments (Performance Max feature compatibility, Google FAQ). |
| Demand Gen | Maximise clicks, Target CPC, Maximise conversions, Target CPA, Maximise conversion value, Target ROAS | No portfolio, no maximum CPC limits (Demand Gen Frequently Asked Questions (FAQ), Google FAQ). |
| Display | Manual CPC, Maximise clicks, Maximise conversions, Target CPA, Target ROAS, Viewable CPM | Google’s list (Choose a bid for your Display Network campaign, Google FAQ); the Enhanced CPC it still mentions no longer exists for Display since March 2025 (About Enhanced CPC (ECPC), Google FAQ). |
| Video | Target CPM (reach), Target CPV (views), target frequency (a reach subtype) | Video conversion goals now go through Demand Gen (About Video campaign objectives, Google FAQ). |
| App | Target cost per install (Target CPA), Maximise conversions, Target ROAS | Choose a bid strategy for your App campaign, Google FAQ |
Enhanced CPC (ECPC) was removed from Search and Display campaigns at the end of March 2025; campaigns that used it have run on Manual CPC since (About Enhanced CPC (ECPC), Google FAQ).
Since June 2026, Google has renamed two strategies: « Maximise conversions with a Target CPA » becomes « Target CPA », and « Maximise conversion value with a Target ROAS » becomes « Target ROAS ». Behaviour does not change (About Target CPA bidding, Google FAQ).
2. Portfolio strategies: which ones, with which targets
A portfolio strategy groups several campaigns, ad groups and keywords under one goal (Portfolio bid strategy: Definition, Google FAQ). Six strategies can be used as portfolios:
| Strategy | Target | Bid limits | Campaigns |
|---|---|---|---|
| Target CPA | Cost per conversion | Max and min CPC, portfolio only, applied in Search Network auctions (About Target CPA bidding, Google FAQ) | Search, Display |
| Target ROAS | Return on ad spend | Max and min CPC, portfolio only, Search Network (About Target ROAS bidding, Google FAQ) | Search, Display (Shopping: see below) |
| Maximise conversions | None (budget) | — | Search, Display |
| Maximise conversion value | None (budget) | — | Search, Shopping |
| Maximise clicks | None (budget) | Maximum CPC, portfolio or not (About Maximize clicks bidding, Google FAQ) | Search, Display, Shopping |
| Target impression share | Impression share and position | Maximum CPC | Search only |
The « Campaigns » column combines the strategies available by type (table 1) with the types that accept portfolios.
Documented exclusions: no portfolio for Performance Max (Portfolio bid strategy: Definition, Google FAQ), Hotel and Travel campaigns (About Target ROAS bidding, Google FAQ), or Demand Gen (About Maximize clicks bidding, Google FAQ). According to Google, portfolio strategies can only be used with Search, Display and Shopping campaigns (How cross-channel bidding differs from portfolio bidding, Google FAQ).
A contradiction to be aware of: Google’s Target ROAS page says both that portfolio Target ROAS « isn’t applicable » to Shopping campaigns and that bid limits are available « for Search and Shopping portfolio bid strategies » (About Target ROAS bidding, Google FAQ). Before building a structure on a Target ROAS portfolio that includes Shopping, check what your account’s interface offers.
Bid limits are only used in Search Network auctions and do not exist for Display-only campaigns (About Target CPA bidding, Google FAQ). Using them to control mobile traffic is detailed in Mobile Traffic Eating Your Budget? Portfolio Bidding, Max CPC and Value Rules.
3. Device bid adjustments by strategy
With Manual CPC, a device adjustment ranges from -100% to +900%; location, schedule, audience and demographic adjustments range from -90% to +900%. Combined, they cannot exceed +900% or go below -90% (About bid adjustments, Google FAQ). With automated strategies, the rule changes:
| Strategy | Device adjustment | Other adjustments |
|---|---|---|
| Manual CPC | -100% to +900%, applied to the bid | Applied and combined |
| Maximise clicks | Applied, on top of the CPC cap | Applied, on top of the CPC cap (About Maximize clicks bidding, Google FAQ) |
| Target impression share | -100% only | Ignored |
| Target CPA | Changes the target: +40% on mobile with a $10 target CPA gives a $14 target on mobile; -100% excludes the device | Ignored (About Target CPA bidding, Google FAQ) |
| Target ROAS | -100% only | Ignored (About Target ROAS bidding, Google FAQ) |
| Maximise conversions | -100% only | Ignored |
| Maximise conversion value | -100% only | Ignored |
| Performance Max, App | Not available | Not available |
Source: the adjustments-by-strategy table, About bid adjustments, Google FAQ. Google notes that where an adjustment is not possible, Smart Bidding still takes targeting and exclusions into account.
What this means for portfolios: the rules are the same whether the strategy is applied to one campaign or shared. In a Target ROAS portfolio, a -30% mobile adjustment is ignored; only -100% excludes mobile. To reduce mobile’s weight without excluding it, use value rules or bid limits, as explained in Mobile Traffic Eating Your Budget? Portfolio Bidding, Max CPC and Value Rules.
The August 2026 update to target-based strategies
Since 17 August 2026, budget-limited campaigns using a target-based strategy (Target CPA, Target ROAS) trend towards the target set, including after a budget change. A campaign that was clearly beating its target now moves closer to it: with a $10 target and a $5 actual CPA, CPA rises towards $10 (Changes to target based bid strategies, Google FAQ).
Google states that App, Video reach and Video views campaigns keep the previous behaviour, that Hotel and Display campaigns already had the new one, and that targets and budgets are not adjusted automatically (Changes to target based bid strategies, Google FAQ). In practice: a target that is too loose compared with actual results should be reviewed, or cost per conversion will rise towards it.
Converting CPM to CPC, and back
To compare a CPM buy (Display, video) with a click-based buy, bring both to the same unit. The conversion follows from Google’s definitions: CTR is clicks divided by impressions (Clickthrough rate (CTR): Definition, Google FAQ), average CPC is cost divided by clicks (Average cost-per-click (Avg. CPC): Definition, Google FAQ), and CPM is the cost per thousand impressions (Bid on viewable impressions using viewable CPM, Google FAQ). Hence:
- CPM = CPC × CTR × 1,000
- CPC = CPM ÷ (CTR × 1,000)
Example: a Display campaign bought at €6 CPM with a 0.4% CTR works out at 6 ÷ (0.004 × 1,000) = €1.50 per click. The other way round, a €0.50 CPC with a 2% CTR equals a CPM of 0.50 × 0.02 × 1,000 = €10.
The formula shows why a low CPM is not necessarily cheap: with a very low CTR, each click is expensive. It does not replace comparing costs per conversion, which remains the final judge (see what Google Ads costs and the cost of YouTube advertising).
Which strategy should you choose?
- Few or no conversions: Maximise clicks with a CPC cap, or Manual CPC to keep control.
- Conversions of equal value (leads): Maximise conversions, then Target CPA once history is sufficient.
- Conversions of different values (e-commerce): Maximise conversion value, then Target ROAS.
- Brand visibility: Target impression share, on Search.
- Several campaigns with one goal: a portfolio strategy, to pool data and, with Target CPA or ROAS, set bid limits.
For Demand Gen, see our Demand Gen guide.
Conclusion
Choosing a bid strategy depends on campaign type, goal and conversion volume, but also on what you want to keep under control: portfolio sharing, bid limits, device adjustments. Keep these tables at hand before restructuring an account; and when in doubt about a rule, your account’s interface has the final say.
Want a second opinion on your account’s bidding? Let’s talk.
Frequently asked questions
Can I use a portfolio strategy with Performance Max?
No, portfolio strategies are not available for Performance Max (Portfolio bid strategy: Definition, Google FAQ).
Does a -30% mobile adjustment work with Target ROAS?
No: with Target ROAS, existing adjustments are not used, except a -100% device adjustment (About Target ROAS bidding, Google FAQ).
What does a device adjustment do with Target CPA?
It changes the target, not the bid: +40% on mobile with a $10 target CPA gives a $14 target on mobile (About Target CPA bidding, Google FAQ).
How do I convert CPM to CPC?
CPC = CPM ÷ (CTR × 1,000). A €6 CPM with a 0.4% CTR gives a €1.50 CPC.
Does Enhanced CPC still exist?
Not for Search and Display campaigns since the end of March 2025; they moved to Manual CPC (About Enhanced CPC (ECPC), Google FAQ).
Updated 28 October 2026. Sources: Google’s official documentation, checked on that date.
About the author: Alain Vanhee is an independent paid search consultant based in Lille, France. He has managed Google Ads and Search Ads 360 accounts for more than fifteen years, with budgets from 1 to 20 million euros a year, in e-commerce and lead generation. Request an audit