Bid Strategy

Your bid strategy tells X how to bid for you in the auction, using automatic, maximum, or target bidding.

Automatic lets X set the bid to spend your budget at the lowest price it can find. Maximum sets a hard ceiling per action that your cost will not cross. Target names the average cost per action you want, and X steers the daily average toward it.

Say you want signups. On automatic, X spends your daily budget and you take whatever cost per result the auction returns. Switch to maximum and set a ceiling, and X only bids where it can stay under that number, so you get fewer signups but none above the cap. Read the real cost per result in Ads Manager before you decide.

A tight cap can starve the campaign. Set the maximum too low and X wins few auctions, so delivery drops and you never gather enough data to learn anything. Start on automatic, read the real cost, then set caps from what you saw.

Bid too low and you buy nothing.