Key idea: With automated bidding, the Google Ads system uses its data to automatically optimize your bidding. Your budget controls your overall spend.
Most new advertisers use automated bidding because the find it's most effective. For example:
- If you're looking to drive conversion actions like sales or leads, you can use the "Maximize conversions" strategy.
- If you're looking to receive as many clicks on your ads as possible, you can use the "Maximize clicks" strategy
You don't have to set a maximum limit on your bid with automated bidding because you control how much you spend using your budget. Your campaign's average daily budget, which you set next, limits how much you spend overall.