7 Types Of Google Ads Bidding And How To Use Them
Updated on: 3 June 2025
When running a successful Google Ads campaign, understanding the best Google Ads bidding strategy is crucial. Whether you’re a small business in Kuala Lumpur, a growing e-commerce platform in Penang, or a digital agency in Johor Bahru, choosing the right bidding method can make or break your ad performance.
In this guide, we’ll explore 7 Google Ads bidding strategies—with examples that best relate to Malaysian businesses—so you can choose the one that aligns with your marketing goals.
1. Manual CPC (Cost-Per-Click)
What it is:
You manually set the maximum amount you’re willing to pay for each click.
When to use it:
Use Manual Cost Per Click (CPC) when you want full control over your bids. It’s best for advertisers who understand their customers’ behaviour and are experienced with Google Ads bidding.
Example (Malaysia):
A nasi lemak seller in Petaling Jaya may bid RM0.50 for the keyword “best nasi lemak near me” to stay on budget while testing ad performance.
Pros:
Full control over cost
Ideal for tightly managed campaigns
Cons:
Time-consuming
Doesn’t optimise for conversions automatically
2. Enhanced CPC (ECPC)
What it is:
An upgrade from Manual CPC. Google adjusts your manual bids in real-time to help you get more conversions.
When to use it:
Great for advertisers who still want control but also want machine learning to improve their campaign outcomes.
Example (Malaysia):
A bridal studio in Bangsar may manually set RM1.20 per click, but Google can raise or lower that based on the likelihood of converting visitors.
Pros:
Smart automation
Helps maximise conversions
Cons:
Less predictable spend
Still partially manual
3. Target CPA (Cost-Per-Acquisition)
What it is:
You set how much you’re willing to pay for a conversion, and Google optimises bids to achieve that cost.
When to use it:
Ideal for lead generation campaigns or sales-driven businesses where ROI is critical.
Example (Malaysia):
A digital agency in Kuala Lumpur sets a target CPA of RM30 to get new website leads. Google then adjusts the bidding to try to get conversions within that amount.
Pros:
Focuses on conversions
Great for predictable ROI
Cons:
Requires conversion tracking
Needs sufficient conversion history
4. Target ROAS (Return On Ad Spend)
What it is:
You tell Google what return you want on your ad spend (e.g. RM5 return for every RM1 spent), and Google adjusts bids accordingly.
When to use it:
Perfect for e-commerce businesses that want to maximise sales revenue.
Example (Malaysia):
An online store selling batik apparel sets a target ROAS of 400%. Google aims to show ads to those most likely to spend more than four times the cost of the ad.
Pros:
Revenue-focused strategy
Efficient for online shopping campaigns
Cons:
Complex setup
Works best with high-volume campaigns
5. Maximise Clicks
What it is:
Google automatically sets your bids to get as many clicks as possible within your daily budget.
When to use it:
Use when you want to increase website traffic quickly.
Example (Malaysia):
A new tuition centre in Shah Alam wants to boost awareness and traffic. This strategy ensures they get the most clicks possible for their RM500 monthly budget.
Pros:
Easy to set up
Increases reach quickly
Cons:
May not lead to quality leads
Not focused on conversions
6. Maximise Conversions
What it is:
Google automatically bids to get the highest number of conversions for your budget.
When to use it:
Great for advertisers who want to focus purely on generating sales or leads.
Example (Malaysia):
A local skincare brand launches a campaign with a RM1,000 budget. Google uses this strategy to drive the most purchases within that budget.
Pros:
Conversion-focused
No manual bidding required
Cons:
Requires historical data
Can overspend without a set CPA
7. Maximise Conversion Value
What it is:
Rather than just getting conversions, this strategy focuses on getting the highest-value conversions.
When to use it:
Best for e-commerce sites that want to increase revenue, not just transaction volume.
Example (Malaysia):
An electronics store in Ipoh may use this strategy to prioritise buyers likely to purchase high-ticket items like smartphones or laptops.
Pros:
Prioritises high-value customers
Works well for scalable businesses
Cons:
Requires robust tracking and historical data
Less suitable for small budgets
Choosing The Best Bid Strategy For Google Ads
When selecting the best Google Ads bidding strategy, consider:
- Your campaign goals: Are you focused on clicks, leads, or sales?
- Your data volume: Smart bidding needs data.
- Your budget: Some strategies are better for high-spend campaigns.
- Your expertise: Manual methods require time and skill.
Conclusion:
There’s no one-size-fits-all when it comes to Google Ads bidding strategies. If you’re new to digital marketing, start with Maximise Clicks or Manual CPC. As your campaign matures and data accumulates, shift to smarter options like Target CPA or Maximise Conversion Value.
Choosing the best bid strategy for Google Ads can be the key to transforming your ad spend into actual profit. Always test, measure, and adapt your bidding strategy to what works best for your unique business goals.