Create a portfolio bid strategy

Portfolio bid strategies are AI-powered, goal-driven bid strategies that help you optimise bids across multiple campaigns. They help you reach your performance goals and provide a single place for you to quickly change bidding settings for all campaigns that use a single portfolio bid strategy.

This article shows you how to create a new portfolio bid strategy when you’re setting up a new campaign in campaign settings, or in the Shared Library.

It’s best practice to implement shared budgets with portfolio bidding. Learn more about how to Link shared budgets to portfolio bid strategies.

Note: Cross-account bid strategies allow you to create, monitor and manage Smart Bidding portfolio strategies at the Google Ads manager account (MCC) level

Before you begin

If you don’t yet know what type of portfolio bid strategy is right for you, read about our whole suite of automated bid strategies first. You’ll also find definitions for each bid strategy during campaign setup.


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 that you’re searching for.

Create a portfolio bid strategy in the Shared library “Bid strategies” page

  1. Sign into your Google Ads account.
  2. In the upper right corner of your account, click the tool icon Google Ads | tools [Icon] , then under “Shared library”, select Bid strategies.
  3. Click the plus button and choose the type of bid strategy that you would like to create.
  4. Enter the name of your new portfolio bid strategy.
  5. Select the campaigns that you want to include (you can also add more campaigns after your portfolio bid strategy is created).
  6. Enter the bid strategy settings.
  7. Click Save.

Create or change a portfolio bid strategy with existing campaigns

  1. Sign in to your Google Ads account.
  2. Click Campaigns.
  3. Select the campaigns you would like to include.
  4. Click Edit from the navigation menu (top).
  5. Click Change bid strategy from the dropdown menu.
  6. You can choose to Create new portfolio strategy, or Use existing portfolio strategy.
    • If you choose 'Use existing portfolio bid strategy', select a strategy from the list provided.
    • If you choose 'Create new portfolio bid strategy', enter the settings for your new strategy and give it a name.
  7. Click Apply.

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