How frequently do you review and adjust bids in your campaigns?

Great question—bid adjustments aren't one-size-fits-all and the ideal frequency depends on your campaign goals, budget size, bidding strategy, and how much data you're collecting. That said, here's a solid framework:

🔁 General Frequency Guidelines

Campaign Type   Review Frequency   Why?
Manual/Enhanced CPC   2–3 times per week   You're in full control—frequent tweaks = better performance
Smart Bidding (Target CPA/ROAS)   Weekly (or biweekly)   Let algorithms learn, but guide them with goal updates or exclusions
Brand Campaigns   Weekly   Usually stable, but still check for shifts in CPC or search volume
New Campaigns / Tests   Daily or every 2–3 days   Early phase needs close watching to avoid wasted spend
📊 What to Check Each Time You Review Bids
Performance Against KPIs (CPA, ROAS, CVR, CPC)

Search Terms & Match Types (for negative keyword updates)

Device, Location, and Audience Performance

Impression Share Lost to Rank or Budget

Bid vs. Position Performance (if using manual or Target Impression Share)

🧠 Smart Bidding? Still Monitor Weekly
Even if Google's algorithm is doing the bidding, you still want to:

Adjust Target CPA/ROAS if your goals change

Pause underperforming keywords/audiences

Review budget allocations and shift to better-performing campaigns

🛠� Pro Tip: Use Rules + Scripts + Alerts
Set automated rules to increase/decrease bids based on performance (e.g., if CPA > $X)

Use Google Ads Scripts for bulk bid adjustments or anomaly detection

Enable email alerts for major swings in spend or CPC

🧪 Cadence by Campaign Maturity

Campaign Phase   Bid Review Cadence
Launch/Test   Daily or every 2–3 days
Optimization   Weekly
Scaling   Weekly to biweekly
Evergreen   Biweekly to monthly