Key Takeaways
- Google Ads Automation uses machine learning to optimise bidding, targeting, ad delivery, and budget based on real-time signals (device, location, intent) that humans cannot track manually.
-
Smart Bidding is the core automation system, comprising strategies like Target CPA, Target ROAS, Maximise Conversions, and Enhanced CPC, all designed to optimise for conversions or conversion value.
-
When to Use Smart Bidding (Automation):
-
When you have a sufficient data volume (ideally 30+ conversions per month) for stable performance.
-
When you want to save time on daily bid adjustments and easily manage seasonal fluctuations.
-
When your goals are clear (e.g., maximising conversions/value) and you need to scale reach across broad channels (Search, Performance Max, Display).
-
When using broad targeting (e.g., Broad Match keywords) as the automation helps match intent effectively.
-
-
When to Go Manual:
-
When you have low conversion volumes (e.g., new campaigns, niche industries), there isn’t enough data for automation to learn.
-
When tight budget control or controlling specific CPC thresholds is crucial.
-
During early testing of new keywords or markets, to allow for controlled spend and faster initial learning.
-
For strategic, high-value keywords or specific funnel experiments where precise bid control is required.
-
-
The Hybrid Strategy: Most successful accounts use a mixed approach, starting manual to gather data and stabilise traffic, then switching to Smart Bidding for high-volume, scalable campaigns while reserving manual control for niche areas or high-priority keywords.
-
Best Practices for Automation: Give the system at least two weeks to learn, ensure accurate conversion tracking, support automation with audience signals (customer lists), and use Broad Match to uncover new search opportunities.
Google Ads automation has reshaped how advertisers manage campaigns. With Smart Bidding, automated signals, and machine learning playing a bigger role than ever, many businesses are asking an important question: when should you trust automation, and when is manual control still the better strategy?
This guide breaks down the strengths and limitations of Google Ads automation and explains when to use Smart Bidding and when to rely on manual optimisation.
What Is Google Ads Automation?
Google Ads automation refers to the use of machine learning systems that optimise bidding, targeting, and ad delivery based on user behaviour and real time signals. These automations analyse data far beyond what humans can manually track.
Automation influences:
- Bidding strategies
- Audience targeting
- Ad placements
- Creative rotation
- Budget optimisation
Smart Bidding is the most commonly used automation system and is central to many Google Ads strategies.
What Is Smart Bidding?
Smart Bidding is a set of automated bidding strategies that optimise for conversions or conversion value using real time signals. These signals include:
- Device
- Location
- Time of day
- Browsing behaviour
- Search intent
- Audience lists
- Historical performance
Smart Bidding updates thousands of signals for every auction, something manual bidding cannot replicate.
Smart Bidding Strategies You Can Use
- Target CPA
- Target ROAS
- Maximise conversions
- Maximise conversion value
- Enhanced CPC
Each has its own strengths depending on your goals, budget, and dataset.
When to Use Smart Bidding
Smart Bidding is powerful, but it works best under specific conditions.
When You Have Enough Conversion Data
Automation needs data. Aim for:
- 30 or more conversions per month for stable performance
- Higher volumes for Target ROAS or Target CPA
When Your Campaign Goals Are Clear
Smart Bidding performs best with defined goals such as:
- Lead generation
- Online purchases
- Value based conversions
When You Want to Save Time
Smart Bidding simplifies:
- Daily bid adjustments
- Device targeting tweaks
- Seasonal fluctuations
When Performance Needs Scale
Automation helps campaigns scale spends and reach efficiently across:
- Search
- Performance Max
- Display
- YouTube
When Campaigns Have Broad Targeting
Smart Bidding works well with:
- Broad match keywords
- Large audiences
- Dynamic creatives
It uses intent signals to match queries effectively.
When Not to Use Smart Bidding
Automation is not always the best choice. Manual bidding offers more control in several scenarios.
When You Have Low Conversion Volumes
Insufficient data weakens Smart Bidding performance. Manual CPC gives more control for:
- New campaigns
- Niche industries
- Low traffic keywords
When You Need Tight Budget Control
Manual bidding helps when:
- Budgets are small
- Efficiency is crucial
- You want to control CPC thresholds
When Testing New Markets or Keywords
Manual bidding is ideal for early testing because it allows:
- Controlled spend
- More predictable costs
- Faster learning without overspending
When Doing Funnel Experiments
Manual bidding works well for:
- A B tests
- Message testing
- Competitor term testing
When You Need Bid Control for High Value Keywords
In extremely competitive industries, manual bidding lets you prioritise:
- Strategic keywords
- Branded terms
- Profit focused terms
A Hybrid Strategy: Combining Manual and Automated Bidding
Most high performing accounts use a mixed approach.
Start Manual, Then Automate
Use manual bidding to:
- Test keywords
- Gather initial data
- Stabilise traffic
Switch to Smart Bidding once conversions are stable.
Use Smart Bidding for High Volume Campaigns
Automation is best for:
- Performance Max
- Broad match campaigns
- Large search campaigns
Use Manual for Precision
Reserve manual bidding for:
- Niche areas
- High priority keywords
- Markets where you need full control
Best Practices for Google Ads Automation
Give Smart Bidding Enough Time
Avoid adjusting settings too often. Machine learning needs:
- Two weeks of stable data
- Gradual budget adjustments
Use Correct Conversion Tracking
Accurate data is essential. Ensure:
- Primary conversions are correct
- Value tracking is implemented
- Duplicate tracking is avoided
Add Audience Signals
Automation performs better with support from:
- Customer lists
- In market audiences
- Remarketing data
Use Broad Match with Smart Bidding
Broad match and Smart Bidding work together to identify new opportunities based on user intent.
Analyse Search Terms Regularly
Automation does not eliminate the need to monitor performance.
Final Takeaway
Google Ads automation is incredibly powerful, but it is not a one-size-fits-all solution. Smart Bidding excels when data is strong and goals are clear, while manual bidding is best for precision control, early testing, and low-volume scenarios.
A balanced approach helps advertisers get the best of both worlds, ensuring efficiency without sacrificing strategic control.
