A few weeks ago, PPC live ambassador, Scott Carruthers Written on him LinkedIn: Google Advertising feature I have never used?
Maximize conversion or maximize conversion values (no TCPA or TROAS target).
On the surface, these bidding strategies seem to be an easy way to drive results within the budget. But that’s why I never use them in isolation:
I’m a control crazier – With TCPA or TROAS, you can fine-tune your bidding enthusiasm. Need to improve efficiency? Tighten the target. Want to expand? Release it. Without these controls, you will leave Google to decide on your bidding strategy and cannot be adjusted when performance fluctuates.
I’m a skeptic – Google claims it will maximize conversions within your budget. But is it true? Without a clear efficiency goal, it may just cost your budget rather than delivering the best results. And, if you’ve been on PPC long enough, you know that “spend your budget” doesn’t always mean “spend wisely.”
I like strategy – PPC success is more than just get Convert – It’s about getting Correct Convert Correct cost. If you let Google control it in full, you essentially say, “Whatever happens, it will happen.” That’s not a strategy; it’s a gamble.
That is, when starting a new campaign to collect data, I occasionally use maximization conversions. But once I have insights, I switch to TROAS or TCPA to control and extend the right direction. “Google Ads feature, I’ve used briefly before I no longer encountered it” is just the appeal of the title!
Then I asked 13 experts about strategies they would never use, and this is what they had to say:
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Experts that PPC experts never tried in Google Ads
Susan Richards Benson: Target “all locations” and expect Google’s algorithm to automatically adapt to the location we need. No.
Hannah Zora Strong: Start search activity by enabling display network. I have never seen this job 11 years later!
Joseph Williams: Run multiple campaigns without a predicted budget, CPC, or keywords. That’s just asking for trouble.
Ben Luen: Test automatic suggestions. At best, this makes your work redundant; at worst, it just makes Google richer.
Jennifer Mussell: Broad matches are made by maximizing click strategies. You will burn your budget in searches that don’t matter. If you have to use broad matches, operate with value-based tendering and strict monitoring.
Nidhi Jain: Cut budgets for best performing sports. If they are driving conversions and ROI, why throw them away?
Chris Ridley: No conversion tracking ads. This thought alone gave me anxiety.
Georgi Zayakov: Deliberately breaking the stalking (like John Moran). Garbage IN = Garbage. We need clean data to get the best results.
Peter Cuba: Manual bidding. I don’t believe it, it’s disappearing anyway.
Ameet Khabra: Play full play in new campaigns. Every time I review an account that does this, it’s a disaster.
Robert Horvath: Fully automated account without any manual supervision. Bad idea.
Chris Nightingale: Random fixed and fixed headlines. It requires a clear purpose.
Gokce Yesilbas: Fully automated AI-generated creative assets in PMAX campaigns. Artificial intelligence is useful, but without human supervision, it is risky and unpredictable.
The final thought
Some Google ad features seem tempting, but experienced PPC experts know that not all automation leads to success. Whether it is blindly trusting Google’s bidding strategy, recklessly cutting budgets, or handing too much creative control to AI, these are mistakes we avoid at all costs.
Do you have experience with one of these “never re-re” strategies? Let us know in the comments!
Our experts
Susan Richards-Benso – Data-driven PPC strategist, browsing Google’s ever-changing world – once
Hannah Zora Strong – Google Advertising and LinkedIn advertising experts work with brands with local customers.
Joseph Williams – Google Advertising and LinkedIn Performance Leadership with 8 years of experience
Ben Lu – Experts Google Analytics (Analytics) and Google Ads Freelancer.
Jennifer Mussell – With 8 years of paid search experience, now head of business partnerships at YBA PPC.
Nidhi Jain – Experienced professionals with digital marketing strategies, strategies and online consultants
Chris Ridley – Paid Media Director for Evoluded & Hero Conf UK Speakers
Georgi Zayakov – Google Advertising Detective
Peter Cuba – I have worked at Google for over 8 years and managed over 1,000 advertising accounts. Now, I help ambitious leading companies achieve profitable growth through Google Ads.
Ameet Khabra – Founder of Hop Skip Media & University coach over 16 years old.
Robert Horvath – More than 15 in online marketing, I still have something new
Chris Nightingale – Attitude of PPC and paid social agent owners!
Gokce Yesilbas – Vervaunt’s senior paid media consultant and regular spokesperson for international conferences
