Google Bidding: The ramp from manual CPC to target CPA without losing volume

Fernando Kazuo · 2026-10-07

Week 1-2: manual CPC

For the first 14 days, use the manual CPC strategy. The focus here is to collect data with full control over your bids. Set up your campaign to maximize visibility and make sure you get a minimum number of impressions. Ideally, you should have at least 15 conversions during this period, which will serve as the foundation for the next steps.

• Set a daily budget that allows for a consistent number of clicks.

• Use relevant, long-tail keywords to make sure you reach a more qualified audience.

• Track performance metrics like CTR and CPC to adjust your strategy if needed.

15 conversions: maximize conversions

Once you reach 15 conversions, switch your strategy to "maximize conversions." This adjustment is crucial for starting to reap the benefits of Google's machine learning. The algorithm will begin optimizing your bids based on the conversions you've already gotten.

• Make sure your tracking pixel is set up properly to collect accurate data.

• Monitor results daily and adjust your budget if needed to make sure you don't lose volume.

30 conversions: target CPA 10% above

Once you reach 30 conversions, it's time to switch to the target CPA strategy. Here, you should set your target CPA at 10% above your current cost per conversion. This will help maintain volume while you start optimizing for efficiency.

• Calculate your current CPA and add 10% to it.

• After applying this strategy, keep monitoring conversions and make adjustments as needed.

Lower target by 10% per week

Each week, lower your target CPA by 10%. This gradual approach helps optimize your campaigns without losing conversion volume. By doing this, you give Google's algorithm time to adapt and learn from the new limits.

• Evaluate performance weekly and adjust as needed.

• If you notice a significant drop in conversions, consider pausing the target reduction until results stabilize.

Never use target ROAS before 50

One crucial point: don't set a target ROAS before reaching 50 conversions. Google's machine learning needs a sufficient volume of data to effectively optimize toward a specific ROAS.

• Focus on collecting conversions and data before worrying about return on ad spend.

• Once you reach this milestone, you can start considering setting a target ROAS.

By following these steps, you can scale your Google Ads campaigns efficiently while maintaining volume and control over costs.

What's your average monthly conversion volume on similar campaigns?