Search Advertising assessment study guide

About Maximise clicks bidding

Maximise clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. This article explains how the automated Maximise clicks bid strategy works and what its settings are.

Before you start

If you don’t yet know what type of automated bid strategy is right for you, read about automated bid strategies first.

Note: Automatic bidding is now Maximise clicks

Since the bid strategy known as 'automatic bidding' is just one of many ways to automate your bids in Google Ads, we’re giving this strategy a more descriptive name: Maximise clicks. A Maximise clicks bid strategy works the same way as automatic bidding, with the additional option of being set up as a portfolio bid strategy. Learn more about portfolio bid strategies 

How it works

Google Ads focuses on increasing clicks for your campaigns while spending a target amount. If you don't specify a target spend amount, Google Ads will attempt to use the remaining daily budget of any campaigns using this bid strategy.

You can set up custom ad scheduling to show your ads on certain days or during specific times, and use the “maximise clicks” strategy to focus on increasing clicks during those days and times.

You can use Maximise clicks for a single campaign, or you can set it up as a portfolio strategy. Portfolio strategies group together multiple campaigns into a single strategy. Learn more


Maximum CPC bid limit

You can set a cap on bids when using a Maximise clicks bid strategy. It lets you control the maximum amount that you're willing to pay for each click. If you don't enter a maximum CPC bid limit, Google Ads adjusts your bids to try to get you as many clicks as possible while spending your target spend amount.

Target spend

Target spend is the amount you’d like to spend each day on all campaigns that use this bid strategy.  Unlike your budget, target spend isn’t a hard limit. Your daily spend may exceed your target spend at times depending on your remaining budget and fluctuations in click costs.

If you don't enter a target spend amount, Google Ads attempts to meet your bid automation goals while staying within your daily budget (or budgets, if you've applied your strategy to multiple campaigns with different budgets).

Even if you set a target spend that's higher than your daily budget, your total spend for each campaign will be capped by its daily budget as usual (subject to standard over-delivery).


Let's say that you have a £100 daily budget. You're using manual bidding to manage some of your campaigns, but using the 'Maximise clicks' bid strategy to manage the rest. If you don't set a target spend amount, Google Ads will first spend whatever amount is required by your manually managed campaigns. Then it will try to get as many clicks as possible while spending whatever is remaining of your £100 budget.

In other words, the amount of budget that's consumed by this bid strategy, whether you've set a certain target spend or not, always yields to any other bidding. Let's use the example of a £100 daily campaign budget again. Say that you have a campaign that includes both manual bidding and a flexible bid strategy with a target spend of £50. If the manual bidding campaigns would typically spend £80, the effective target spend will be limited to £20 (although you'll still see the target spend set at £50 in your account).

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