Why Manual Bidding Is Obsolete

Google's Smart Bidding and Meta's Advantage+ are machine learning systems that analyze auction signals, user context, and conversion probability in real time. They consistently outperform manual bidding when given the right conversion signals and enough data volume.

Setting AI Bidding Up for Success

  • Feed value-based conversion events, not just generic conversion actions
  • Allow a 4–6 week learning period before evaluating performance changes
  • Set target CPA or ROAS goals that are achievable, not aspirational