1. Begin with search intent
Group searches by what the user wants to do: learn, compare, contact, or buy. Each group should connect to an ad and page that answer the same intent.
2. Verify conversion measurement before expanding spend
Important conversions should be correctly configured and marked Primary before Smart Bidding is asked to optimise. A low-value event trains the system towards the wrong outcome.
3. Match bidding to the goal and available data
Google Smart Bidding applies auction-time optimisation across CPA, ROAS, conversion volume, or conversion value strategies. For evaluation, Google recommends longer periods containing at least 30 conversions and 50 for some Target ROAS use cases. These are evaluation guidelines, not guarantees for every account.
4. Review search terms and landing pages
Even with broad match and automated bidding, search-term review helps reveal intent, exclusions, and pages or offers that need improvement.
5. Read profitability beyond the platform
A tracked conversion is not automatically a sale. Where data exists, campaigns should be connected to order value, margin, lead quality, cancellations, and returns.
Sources: Google Ads — Smart Bidding, Google Ads — Bid Strategy by Goal, Google Ads — Keyword and Bidding Takeaways
