Google Ads bidding strategies utilise machine learning to optimise your bids for each auction, aiming to achieve your defined marketing goals – whether that’s maximising conversions, return on ad spend, or brand awareness.
- Performance Max: This fully automated strategy uses all of Google’s channels (Search, Display, YouTube, Discover, Gmail, and Maps) to find converting customers.
- Target CPA (Cost Per Acquisition): Google automatically sets bids to get as many conversions as possible at your target CPA.
- Target ROAS (Return on Ad Spend): Designed for e-commerce, this strategy aims to achieve a specific return for every dollar spent on advertising.
- Maximise Conversions: Focuses on getting the most conversions within your budget, without a specific CPA target.
As of early 2026, current systems include enhanced conversion modelling, which is particularly important given increasing privacy regulations in Australia. Google now features advanced audience signals integration, allowing for more personalised bidding based on customer data – compliant with Australian Privacy Principles. Furthermore, the platform’s AI is increasingly sophisticated at understanding intent signals, even with limited conversion data, making it viable for smaller Australian businesses. In 2026, we’re also seeing greater emphasis on Value-Based Bidding, where Google considers the *value* of a conversion, not just the conversion itself.
Navigating these complex bidding strategies and ensuring they align with your specific business goals can be time-consuming and technically challenging. Instead of struggling with these intricacies, let our expert team at ROI.com.au take care of all this for you. Contact us today to discuss your Google Ads strategy and unlock your business’s full potential.
