---
title: What is the correct bidding strategy?
description: It's important to choose a smart bidding strategy to power your Google Ad Grants campaigns. But which one?
---

[Skip to content](https://adgrants.kingjason.co.uk/best-practice/w#main-content)

English

Show submenu for translations

- [Home](https://adgrants.kingjason.co.uk/en/google-ad-grants-training-for-nonprofits-by-jason-king)
- [Enroll in Ad Grants course](https://adgrants.kingjason.co.uk/en/google-ad-grants-complete-course)
- [Book training session](https://adgrants.kingjason.co.uk/en/google-ad-grants-training)

Open main navigation

Close main navigation

- [Home](https://adgrants.kingjason.co.uk/en/google-ad-grants-training-for-nonprofits-by-jason-king)
- [Enroll in Ad Grants course](https://adgrants.kingjason.co.uk/en/google-ad-grants-complete-course)
- [Book training session](https://adgrants.kingjason.co.uk/en/google-ad-grants-training)
- English
  
  Show submenu for translations
- [Enroll in the Ad Grants Complete course](https://course.kingjason.co.uk/)

[Enroll in the Ad Grants Complete course](https://course.kingjason.co.uk/)

 What is current Google Ad Grants best practice?

- There are no suggestions because the search field is empty.

1. [Google Ad Grants Best Practice Checklist](https://adgrants.kingjason.co.uk/best-practice?hsLang=en)
2. [Bidding and conversions](https://adgrants.kingjason.co.uk/best-practice/bidding-and-conversions?hsLang=en)
3. [Bidding strategy](https://adgrants.kingjason.co.uk/best-practice/bidding-and-conversions?hsLang=en#bidding-strategy)

October 9, 2026

# What is the correct bidding strategy?

## Almost always, Maximize conversions

You don't need to have a history of conversions before you select Max conversions.

Never use Max clicks, manual bidding, or target Impression share. They impose a useless $2 bid cap.

Maximize Conversion Value can also be a good choice, but only if you track different values for each conversion action. This can work two ways: 

- [Policies](https://adgrants.kingjason.co.uk/best-practice/policies?hsLang=en#main-content)

    - [Click Through Rate (CTR)](https://adgrants.kingjason.co.uk/best-practice/policies?hsLang=en#click-through-rate-ctr)
- [Bidding and conversions](https://adgrants.kingjason.co.uk/best-practice/bidding-and-conversions?hsLang=en#main-content)

    - [Bidding strategy](https://adgrants.kingjason.co.uk/best-practice/bidding-and-conversions?hsLang=en#bidding-strategy)

[![Jason King—Ad Grants Consultant for Nonprofits](https://adgrants.kingjason.co.uk/hs-fs/hubfs/Jason%20King+%20Google%20Ad%20Grants%20tutor.png?width=500&height=333&name=Jason%20King+%20Google%20Ad%20Grants%20tutor.png "Jason King—Ad Grants Consultant for Nonprofits")](https://kingjason.co.uk?hsLang=en)

<https://www.facebook.com/> <https://www.twitter.com/> <https://www.instagram.com/> <https://podcasts.apple.com/> [mailto:email@email.com](mailto:email@email.com)

Copyright © 2026,