Bid Strategy Reset for AI-Native Campaigns (Retention)

Bid Strategy Reset for AI-Native Campaigns (Retention)

1. 01

   Audit all client accounts for campaigns still running on legacy bid strategies

   Identify any campaign using manual CPC, enhanced CPC, or target CPA without tROAS, and flag those that Google is migrating to AI Max. Document current performance baselines for each.

2. 02

   Review conversion tracking and offline conversion imports for accuracy

   Confirm that all conversion actions are properly defined and that offline conversions are flowing in, since AI bidding relies on accurate conversion data to optimize.

3. 03

   Set realistic tROAS targets based on historical performance and client margins

   Use the last 90 days of data to calculate average ROAS, then set targets slightly below that to allow the algorithm room to learn without overspending.

4. 04

   Implement portfolio bid strategies across similar campaigns to share learning

   Group campaigns with comparable goals and performance into a single portfolio to accelerate AI learning and reduce volatility.

5. 05

   Enable automated asset generation and responsive search ads where available

   Turn on features like dynamic ad text and image extensions to give the AI more creative inputs to test, but review the generated assets for brand safety.

6. 06

   Monitor performance daily for the first two weeks and adjust targets incrementally

   Expect fluctuations as the algorithm recalibrates. Adjust tROAS by no more than 10-15% at a time to avoid destabilizing the account.

7. 07

   Document the new bid strategy setup and share a performance summary with the client

   Provide a clear explanation of how AI bidding works and what metrics to watch, setting expectations for the learning period and long-term benefits.