If you're spending less than $5K per month on Google Ads, smart bidding may not be the best option due to several reasons:
- Smart bidding requires conversions. Without enough spend to generate sufficient clicks/views for conversions, the process may prove futile.
- If your investment in lead acquisition is minimal, you probably haven't determined the value of your customers yet. This value is crucial for Google's machine guidance.
- The advent of the privacy-first era means less data availability. You might not be able to use customer match lists to exclude existing customers without their consent and a minimum of 1000 people.
However, the choice between manual and smart bidding depends on various factors. Some useful strategies include Max clicks with a bid cap (10% of the daily budget) and Target impression share with a bid cap to understand auction prices and budgetary constraints.
According to Optmyzr, while 66% of advertisers use smart bidding (with or without a goal), the remaining 34% also find success. Many tools are available to assist in transitioning from manual to automatic or smart bidding, provided you have the conversions.
In conclusion, don't force smart bidding if you lack the necessary budget or data.