Set your ad group default bid

An ad group is a collection of ads that are all triggered by a shared set of keywords. When you create a new ad group, we'll prompt you to create an initial ad and its keyword list, and to enter a default ad group bid (Max CPC). This default bid is a convenient way to manage the bids for all of the keywords in your ad group. You can override the default ad group bid for individual keywords by raising or lowering their Max CPC on the Keywords page.


Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

How to set your bid when creating a new ad group

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Ad groups.
  4. Click the plus button to create a new ad group.
  5. Select a campaign, and click Create ad group.
  6. Enter your ad group name, default bid, and keywords on the page that follows.
  7. Click Save and continue.

Try it out

How to edit the default bid of one or more ad groups

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Ad groups.
  4. Check the checkbox next to any ad group with a default max. CPC that you’d like to edit.
  5. In the Edit drop-down menu that appears, click Change bids.
  6. Enter a new default max. CPC bid amount.
  7. Click Apply.

Try it out

Keyword-level bids override your ad group's default bid

If you set individual keyword or placement bids, the individual bids override the ad group default bid. For example, if your default ad group bid is $0.50, but you increase one keyword's bid to $0.60, the keyword bid applies any time that one keyword triggers your ad.

Set bid adjustments for your campaign

You can set bid adjustments that increase or decrease your bids when your ad is competing to appear on mobile devices, in specific locations, and at particular days and times. You can also set ad group-level bid adjustments for targeting methods like topics or placements if your campaign is running on the Display Network. Bid adjustments can give you more control over when and where your ad appears.

With automated bidding, we set the default bids for you

If you've chosen manual bidding for your campaign, you can edit your default bids at any time.

If you’re more of a hands-off account manager, then an automated bid strategy may be right for you. Automated bidding takes the heavy lifting and guesswork out of setting bids to help meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business, such as maximizing clicks, conversions, or conversion value. Learn more About automated bidding.

Was this helpful?

How can we improve it?
Reach your marketing goals with Google Ads

Google Ads can help you make the most of your online marketing efforts with tools to help you succeed. Learn more from success stories to see what others have achieved with the help of the right campaigns for their goals.

Get Started

or Call 1-855-500-2754 to get started

Clear search
Close search
Google apps
Main menu