Switch to Manual CPC in Google Ads

Manual CPC (Cost-Per-Click) is a bidding strategy where you set the maximum amount you're willing to pay for each click on your ads. Unlike Smart Bidding strategies like Target CPA or Maximize Conversions — where Google's algorithm adjusts bids automatically — Manual CPC gives you direct control over how much you bid at the keyword or ad group level.

Manual CPC is useful when you want predictable spend control, when your account lacks enough conversion data for Smart Bidding to work effectively (typically fewer than 30–50 conversions per month), when you're launching a brand-new campaign and need to test performance before automating, or when Smart Bidding has been over-spending on low-value clicks.

Enhanced CPC (eCPC) is a feature that lets Google automatically raise or lower your manual bids when it predicts a click is more or less likely to convert. If you want true manual control, disable it — otherwise Google can adjust your bids up or down by up to 30% in real time. Keep eCPC enabled only if you trust Google's algorithm but still want a bid ceiling as a safety net.

Changing the bid strategy does not delete historical performance data — your past impressions, clicks, and conversions remain in your reports. However, the campaign will enter a short learning period as the new bidding takes effect. Expect some fluctuation in performance for 1–2 weeks after the switch while the system re-stabilises.

Both are valid, and they work together: the ad group default bid applies to any keyword in that group that doesn't have its own bid set. Keyword-level bids always take priority and override the group default. A common approach is to set a conservative default at the ad group level, then raise bids individually on your top-performing keywords.

Yes, you can switch bid strategies at any time. If you move back to a Smart Bidding strategy like Target CPA or Maximize Conversions, the campaign will go through a learning period again as the algorithm recalibrates. It's best to make this switch when your account has sufficient conversion data (30+ conversions in the past 30 days) for Smart Bidding to perform well.