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B2B Google Ads & Automated Bid Strategies – How to make them Work ?
Posted by on September 21, 2025 at 3:15 pmHey Folks,
when you run Google ads for b2b products where conversion volume is hardly 5-6 per campaign and maybe overall account volume of 15-20 conversions, how do you go about using automated/smart bid strategies?
I have been using max clicks and manual cpc mostly, whenever I switch to something like a tcpa performance tanks.
1) Should I give the campaigns more time with tcpa to gather more data ? However I don't see 30 conversions per campaign happening like b2c campaigns, also cpc's go over the roof with tcpa now.
2) campaigns are of different themes so I am not sure if I use a portfolio bid strategy.
How do you all handle big strategies with b2b when these are the sort of conversion volumes you get.
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1 Reply
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I’d consider creating a sales funnel (series) of conversions starting from unqualified leads, to MQLs, SQLs, and so on. This will beef up your conversion volume while staying relevant.
You should also set default or adjust the values to be greater for each funnel stage.
Of course, you’ll still only be tracking conversions against the same number of converted clicks so this, alone won’t help tremendously.
I’d try to consolidate some campaigns if possible.
Portfolio bidding and shared budgets can help if you want to keep them split.
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You can try consolidating the overall ad groups under a campaign which is doing well for you. If the existing lead quality is actually decent then 20 conversion over a month is sometimes enough data to switch over to tCPA if the campaign’s been there for a while
To be on the safer side, along with grouping them together, you can maybe try scaling the campaigns slowly just enough to get 25 conversion then make the switch.
But 20 is the bare minimum data you would need to train google properly & decide on the right target CPA to set.
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Use manual CPC or Enhanced CPC until you have enough volume, layer in micro conversions (form starts, demo video views, downloads) to feed the algo, and only test tCPA at the account or portfolio level once you hit 30+ conversions per month.
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