Google Ads Strategy Simulator

Only exact match keywords, manual CPC, tight control. Old school SEM with weekly bid optimization based on keyword-level ROAS.

Single campaign, all keywords in one ad group, rely entirely on smart bidding. The modern Google-recommended simplified structure.

Manual CPC for 21 days to collect 20-30 conversions cheaply, then switch to target CPA. Ladder down 5% every 4 weeks if stable.

Set tCPA at actual historical performance (not goal), then adjust by 5% toward goal every 4 weeks. Match reality, then improve.

After any bidding strategy change, zero adjustments for 28 days. Ignore first 14 days of volatile data. Evaluate only on days 15-28.

Increase budget by 20-25% every 4 days if 7-day ROAS is above target. Never increase by more than 25% at once to avoid triggering learning phase.

Brand (10%), Competitor (15%), General (50%), Remarketing (25%). Each campaign type gets distinct bidding strategy matching its economics.

Group 3-5 related keywords per ad group by intent theme. Phrase and exact match only. Better than SKAGs for data density.

Single campaign, single ad group, all keywords consolidated. Requires 30+ conversions per month. Let Smart Bidding handle everything.

Heavy top-funnel investment (70% awareness, 25% category, 5% brand). Track new customer CPA separately from blended CPA.

Exact match only, position 1-2 bidding, tight control. Repel bad clicks with high specificity. Cap bids at allowable CPA ceiling.

Calculate allowable CPA from close rate: (AOV x Close Rate x Margin) with 20% buffer. Track lead-to-sale, not just lead volume.

Split catalog into winners (top 20% by revenue) and zombies (bottom 80%). Winners get 70% budget at standard tROAS. Zombies must clear a higher bar.

Two-tier approach: lower ROAS target on cold traffic to "feed" new users, higher ROAS on warm traffic to "harvest" conversions. Combined ROAS beats either alone.

Strip all creative assets. Force 100% allocation to Search + Shopping placements by removing Display/YouTube creative hooks. Kill the Display waste.

Assign conversion values based on actual margin, not revenue. tROAS optimizes for profit: a $100 sale at 10% margin is worth less than $50 at 40% margin.

Start narrow, add broad match variants of winners after 14 days, let smart bidding find new queries. Scale budget when ROAS holds.

Single theme ad groups with related keywords. Phrase and exact match only. Weekly bid optimization based on CPA performance.

Run maximize clicks for 2 weeks to gather data, switch to maximize conversions, then graduate to target CPA at 45 days.

Increase budget by 10% every 3 days if ROAS is above target. Decrease by 10% if ROAS is below 1.0. Gradual scaling approach.

Set target CPA 20% above actual CPA, let Google optimize, gradually lower target by 5% every 2 weeks. "Train the algorithm" approach.

Bid aggressively to maintain 50%+ impression share. Increase bids by 20% and budget by 15% when below target. Trim losers above 80% share.

Start with broad match, high bids, and 2x budget to get data fast. Accept initial losses as "paying for data." Optimize after 7 days.

Target 3x ROAS from day 1. Pause any keyword below 2x ROAS weekly. No patience for learning, no room for underperformance.

Double budget after a profitable week, halve after unprofitable. Momentum chasing with exponential potential in both directions.

Whatever it takes to be position 1. Increase bids by 30% if average position drops below 1.5. Ego bidding with no cost ceiling.

Week 1-2: broad match, high bids, 1.5x budget to buy data fast. Day 14: add negatives, cut losers. Day 28: switch to tCPA with learned data.

Random bid adjustments every 3 days using pseudo-random multipliers. Shows that literally anything intentional beats random.

Initial setup, never touch it again. No bid adjustments, no budget changes, no keyword management. The baseline for doing nothing.