What Are Automated Bidding Strategies and Should I Use Them for My Law Firm?

Home Google Ads What Are Automated Bidding Strategies and Should I Use Them for My Law Firm?

What Are Automated Bidding Strategies and Should I Use Them for My Law Firm?

Automated bidding strategies in Google Ads are powerful tools that can help law firms optimize their advertising campaigns, save time, and improve performance. By leveraging Google’s machine learning algorithms, automated bidding can make real-time adjustments to bids, ensuring that your ads are shown to the right audience at the right time. This detailed guide will explain what automated bidding strategies are, their benefits and drawbacks, how to set them up, and best practices for law firms.

Explore more about creating effective campaigns by visiting our guide on successful Google Ads campaigns for lawyers.

Understanding Automated Bidding Strategies

Definition of Automated Bidding

Automated bidding is a feature in Google Ads that uses machine learning to automatically set bids for your ads based on the likelihood of achieving your desired outcome. This could be maximizing clicks, conversions, or return on ad spend (ROAS), among other goals.

Types of Automated Bidding Strategies

Google Ads offers several automated bidding strategies, each designed to meet different campaign objectives.

For more detailed campaign strategies, visit effective Google Ads campaigns for lawyers.

Types of Automated Bidding Strategies

Target CPA (Cost-Per-Acquisition)

Target CPA bidding focuses on getting as many conversions as possible at or below your target cost per acquisition. This is ideal for law firms aiming to generate leads at a specific cost.

Target ROAS (Return on Ad Spend)

Target ROAS aims to maximize revenue based on your desired return on ad spend. This strategy is useful for firms looking to optimize the financial returns from their ad spend.

Maximize Clicks

Maximize Clicks is designed to drive as much traffic to your website as possible within your budget. This strategy is beneficial for increasing visibility and attracting potential clients.

Maximize Conversions

Maximize Conversions automatically sets bids to help you get the most conversions for your budget. This strategy is ideal for firms focused on generating a high volume of leads.

Enhanced CPC (ECPC)

Enhanced CPC combines manual and automated bidding by adjusting your manual bids to try and achieve more conversions. This strategy is useful for firms wanting some level of control while leveraging automated adjustments.

Target Impression Share

Target Impression Share aims to ensure your ad appears at the top of the search results or in a specific position a certain percentage of the time. This strategy is useful for brand awareness campaigns.

For more on effective keyword strategies, visit best keywords for law firm Google Ads.

Benefits of Automated Bidding

Time Efficiency

Automated bidding saves time by reducing the need for manual bid adjustments. This allows your team to focus on other important tasks, such as client engagement and strategy development.

Data-Driven Decisions

Google’s machine learning algorithms analyze vast amounts of data to make informed bid adjustments. This ensures that your bids are optimized based on real-time performance metrics.

Optimized Performance

Automated bidding continuously optimizes your bids to achieve better results. This can lead to higher conversion rates, improved ROI, and more effective use of your advertising budget.

Budget Management

Automated bidding helps manage your budget more efficiently by ensuring that your bids are adjusted to maximize the effectiveness of your ad spend.

For tips on improving ad performance, visit improving Google Ads CTR for law firms.

Potential Drawbacks of Automated Bidding

Lack of Control

Automated bidding reduces manual control over individual bids. While this can save time, it may not be ideal for campaigns that require precise bid adjustments.

Learning Period

Automated bidding strategies require a learning period to optimize effectively. During this time, performance may fluctuate as the algorithm gathers data and adjusts.

Dependence on Accurate Data

Automated bidding relies on accurate conversion tracking data. If your tracking is not set up correctly, the algorithm may make suboptimal adjustments, impacting campaign performance.

For more on tracking performance, visit tracking Google Ads performance for lawyers.

Setting Up Automated Bidding for Your Law Firm

Choosing the Right Strategy

Select an automated bidding strategy that aligns with your campaign goals. For example, if your goal is to generate leads, Target CPA or Maximize Conversions might be the best choice.

Configuring Settings

Set up your chosen automated bidding strategy in Google Ads. Navigate to your campaign settings, select “Bidding,” and choose the automated strategy that fits your objectives. Configure any additional settings, such as target CPA or ROAS.

Tracking and Measuring Performance

Regularly monitor key performance metrics such as conversions, cost per conversion, and ROI. Use Google Ads and Google Analytics to track performance and make data-driven adjustments.

For more on setting up campaigns, visit updating Google Ads campaigns for lawyers.

Best Practices for Using Automated Bidding

Setting Realistic Goals

Define clear and realistic objectives for your campaigns. This ensures that the automated bidding strategy aligns with your overall marketing goals.

Regular Monitoring

Even though automated bidding reduces the need for manual adjustments, it’s important to regularly monitor performance. This helps ensure that your campaigns are on track to meet your goals.

Adjusting Based on Data

Use performance data to make informed adjustments to your campaigns. If an automated strategy isn’t meeting your expectations, consider tweaking your settings or trying a different strategy.

Combining with Manual Strategies

In some cases, a hybrid approach combining manual and automated bidding can be effective. Enhanced CPC, for example, allows for manual bid adjustments with automated optimization.

For more on making data-driven adjustments, visit A/B testing in Google Ads for lawyers.


Automated bidding strategies offer numerous benefits for law firms, including time efficiency, data-driven decisions, and optimized performance. While there are potential drawbacks, such as reduced manual control and the need for accurate data, these can be managed with regular monitoring and adjustments. By understanding the different types of automated bidding strategies and implementing best practices, your law firm can improve its Google Ads performance and achieve better results.

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Santiago Alvarez
Santiago Alvarez

Ad Hoc Digital is an agency that specializes in helping law firms get more clients, and in total our team has over a decade of experience in marketing and advertising. Santiago Alvarez, the founder has been working exclusively with law firms since 2022.

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