Bidding strategy
Bidding in Google Ads is where most teams get it wrong. They set a bid and never touch it again, hoping it's enough. Others obsess over daily bid adjustments like they're playing poker. The reality is much simpler: your bidding strategy should match your goal. If you want volume, bid differently than if you want profitable customers.
Google offers several bidding strategies (manual CPC, target CPA, target ROAS, maximise conversions). This article walks through which one fits which goal, how to set targets correctly, and how to layer in bid adjustments for device, location, and audience so you're paying more for high-value clicks and less for low-value ones. Get this wrong and you either overspend to hit volume targets or underbid and get no traffic at all.