Auction-time bidding in Search Ads 360 bid strategies

Turn on auction-time bidding in a Search Ads 360 bid strategy

Only an agency manager or advertiser manager can turn on auction-time bidding the first time. After that, any non-admin roles can turn it on for any Search Ads 360 bid strategy in an advertiser.


  1. Navigate to the bid strategy report.

    1. Navigate to an advertiser.

    2. In the left navigation panel, click Bid strategies.
      Search Ads 360 displays the bid strategy page.

  2. Start creating a conversions or revenue bid strategy or edit a conversions or revenue bid strategy. 

    A bid strategy's goal is listed in the Goal column of the bid strategy report.
  3. In the "Engine features" section, select the Auction-time bidding checkbox.

  4. In the "Turn on Auction-time bidding and share Floodlight conversions" box, click Yes, I understand to share the conversions with Google Ads.

    The following checkboxes are selected by default. You can't change the settings. 

    Bids section

    • Keywords and other biddable items

    Bid adjustments section

    • Device bid adjustments
    • Remarketing target bid adjustments
    • Location target bid adjustments
  5. Click Next.

  6. On the "Target" page, enter a CPA or ROAS target.

  7. Under Conversion source, select one of the following:

    • Floodlight

    • Google Ads conversion tracking

    • Formula columns

    • Floodlight activity columns

    • Google Ads conversion tracking columns

  8. Optional. The last-click attribution model is selected by default. Select a different attribution model.

  9. If required, select the conversions, and then click Next.

  10. Specify a default bid range and any other constraints.

    The specified minimum and maximum bids and other constraints will only apply to the non-Google Ads campaigns in the bid strategy.
  11. Save the bid strategy.

If you change your auction-time bid strategy's target in the future, we recommend limiting the target change to ±30% at a time to avoid a potentially significant increase or decrease in your ad spend. The bid strategy will align itself to the new target within 6 hours of the change.

Enable auto-tagging in Google Ads 

Auto-tagging must be enabled in Google Ads to share the Floodlight conversions. Learn more about auto-tagging in Google Ads Help.


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