Definition
Smart Bidding is a group of Google Ads bid strategies that use machine learning to set bids in each auction, aiming for conversions or conversion value.
In practice
The main strategies are Maximize conversions and Maximize conversion value, each with an optional target: Target CPA or Target ROAS. Enhanced CPC was retired for Search and Display campaigns in 2025.
Smart Bidding is only as good as the conversions it learns from. Missing, duplicated or low-quality conversion actions lead it to optimize toward the wrong outcome.
Enhanced conversions, offline conversion imports and clean primary conversion actions are the usual ways to give bidding better signal.
Learn more: Smart bidding strategy.
Related terms
- Target CPA (tCPA)Target CPA (tCPA) is a Smart Bidding setting that tries to get as many conversions as possible while keeping the average cost per acquisition near the target you set.
- Target ROAS (tROAS)Target ROAS (tROAS) is a Smart Bidding setting that aims for an average return on ad spend, based on the conversion values your tracking reports.
- Enhanced conversionsEnhanced conversions is a Google Ads feature that sends hashed first-party customer data, such as email or phone, along with a conversion so Google can match it to signed-in users.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how Smart Bidding is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.