A Practical Guide to PPC Campaign Management for Growth

Effective PPC campaign management is the hands-on process of planning, executing, and relentlessly refining your paid ad campaigns to hit specific business goals. It's a continuous feedback loop: you define a clear objective, identify your target audience, build compelling ads, launch, and then obsessively analyze the data to maximize every dollar of your ad spend.

Building Your Foundation for Winning PPC Campaigns

I’ve seen it a hundred times: a campaign fails long before the first ad even goes live. Why? Because the foundational work was skipped. Success in PPC is built on three pillars: crystal-clear goals, a deep understanding of your audience, and picking the right channels to reach them.

Without this strategic groundwork, you're just throwing money at the wall and hoping something sticks. This initial planning phase is what separates campaigns that deliver predictable returns from those that just burn through cash.

The proof is in the numbers. When done right, PPC is a beast. On average, businesses earn an impressive $2 for every $1 invested. This is exactly why 65% of small to mid-sized businesses are running at least one PPC campaign every single month. Whether you're a SaaS founder or a DTC brand, nailing your strategy isn't just a "best practice"—it's the only way to stay profitable.

This foundational process ensures every dollar you spend has a purpose, starting with your goals and flowing logically through to your audience and channel selection.

This simple flowchart shows how it all connects. Your goals dictate who you need to talk to, and that, in turn, tells you where to find them.

Defining Clear Business-Centric Goals

Let’s get one thing straight: your PPC goals must be tied directly to real business outcomes. Fluffy objectives like "increase brand awareness" are nearly impossible to measure and even harder to optimize. You have to anchor your campaigns to specific, numbers-driven targets.

Take a B2B SaaS company. Their goal isn't just to get clicks; it's to get qualified leads into their pipeline.

• Weak Goal: Get more website traffic.
• Strong Goal: Generate 50 qualified demo requests per month at a Cost Per Acquisition (CPA) under $200.

This level of clarity makes every other decision a breeze. You know exactly what conversion to track (the demo form submission) and what success looks like (a CPA below your target). A DTC brand selling running shoes, on the other hand, might have a different strong goal:

• Actionable Insight: Sell 100 pairs of the new 'Trailblazer X' model this month with a Return On Ad Spend (ROAS) of at least 4.5x.

My Two Cents: A winning PPC campaign always starts with a business objective, not a marketing one. Define what a valuable conversion is for your bottom line—a sale, a trial sign-up, a booked call—and build everything around that.

The table below breaks down how to map your goals and KPIs based on your business model. This alignment is crucial for measuring what actually matters.

PPC Goal and KPI Mapping for Different Business Models

Business Model	Primary Campaign Goal	Core KPIs to Track	Example Metric
SaaS	Lead Generation / Demo Requests	Cost Per Acquisition (CPA), Conversion Rate (CVR), MQL-to-SQL Rate	CPA for a "Book a Demo" lead below $150
DTC / E-commerce	Direct Sales / Revenue	Return on Ad Spend (ROAS), Average Order Value (AOV), CVR	Achieve a 4x ROAS on a specific product category
New Product Launch	Initial Traction / Sign-Ups	Cost Per Lead (CPL), Click-Through Rate (CTR), Early User CVR	Acquire the first 1,000 beta users at a CPL of $5

Having this framework in place before you spend a dime ensures you're optimizing for metrics that directly impact revenue and growth.

Translating Your ICP into Targeting Tactics

Once you know your goal, you need to know who you're talking to. Your Ideal Customer Profile (ICP) is more than just a slide in a deck; it's the blueprint for your entire targeting strategy. The real trick is to map your ICP's behaviors, interests, and watering holes to the specific targeting options available on each ad platform.

Let's imagine you’re marketing a micro-SaaS tool for indie game developers. Your ICP is probably a solo dev who hangs out in very specific online communities.

• On LinkedIn Ads: You could target users by their job title ("Software Engineer," "Game Developer") and narrow it down by company size (1-10 employees).
• On Reddit Ads: This is where you can get really granular. You wouldn't just target "gamers." You'd target subreddits like r/indiedev, r/gamedev, or r/SideProject. This lets you get in front of your audience while they're actively talking about the exact problems your tool solves.
• Practical Example: For that same tool, you could run a Google Display ad campaign targeting users who have visited specific YouTube channels dedicated to the Unity or Unreal game engines. This is a powerful way to reach an engaged audience with demonstrated interest.

This process turns a theoretical persona into a list of actionable targeting settings, making sure your ads are seen by people who actually care. If you want to dig deeper into how this works alongside your other marketing efforts, our guide on organic traffic vs paid traffic is a great place to start.

Choosing the Right Channels for Your Audience

Don't fall into the trap of spreading your budget thinly across every platform under the sun. Instead, be strategic. Choose your channels based on where your ICP spends their time and, just as importantly, their mindset on that platform.

Google Ads is intent-driven. You’re catching people who are actively searching for a solution right now. Meta (Facebook and Instagram) is fantastic for discovery-based advertising, where you target people based on their interests and behaviors.

Reddit, however, offers a unique, context-driven environment. For that indie dev SaaS tool, running an ad in r/indiedev places your message inside a relevant, ongoing conversation. That’s infinitely more powerful than a random display ad they’ll just ignore.

• Actionable Insight: If you're selling high-end kitchen knives, targeting users on Pinterest who are actively saving "Gourmet Recipes" or "Kitchen Remodel Ideas" can be a goldmine. Their mindset is aspirational and home-focused, making them receptive to your product.

Your channel choice should always answer one simple question: "Where can I best reach my ideal customer in a way that feels natural and genuinely helpful?"

Crafting Ad Creative and Copy That Actually Converts

Perfect targeting gets your ad in front of the right person, but your creative and copy do the heavy lifting. They're what actually makes someone stop scrolling and click. I've seen countless campaigns with brilliant audience settings fall completely flat because the ad itself was weak.

Effective PPC campaign management is all about developing ads that resonate and drive action, not just rack up empty impressions. This means digging deeper than generic value props and writing copy that speaks directly to your audience's real-world problems and what truly motivates them.

The secret is matching your message to the user’s mindset on each specific platform.

Aligning Your Copy with Platform Intent

The way you talk to a potential customer on Google is miles apart from how you'd engage them on a platform like Reddit. It’s a classic intent mismatch. Google Search is about capturing someone actively hunting for a solution, while Reddit is about joining a conversation that’s already happening.

Let's say you're advertising project management software.

• Google Search Ad (Intent-Driven): Someone typing "best project management tool for remote teams" is in buying mode. Your copy needs to be direct, feature-focused, and give them an answer right now.

  • Headline: Project Management for Remote Teams
  • Description: Stop juggling spreadsheets. Trello-style boards, time tracking & reporting. Try free for 14 days.

• Reddit Ad (Community-Focused): In a subreddit like r/remotework, people are sharing challenges, not actively shopping. A hard sell will get downvoted into oblivion. Your ad needs to feel like a genuine recommendation from a fellow member.

  • Headline: We built a PM tool that actually helps with async work (no more 7 am "sync-ups").
  • Description: As a remote team, we got tired of tools that weren't built for us. Ours focuses on clear handoffs and less notification spam. Curious to hear what you think.

See the difference? The Google ad is a straightforward answer. The Reddit ad is an authentic conversation starter. Getting this distinction right is crucial for writing copy that doesn't just get seen, but gets results.

Proven Copywriting Formulas for Different Business Models

You don't have to stare at a blank page for every ad. I always lean on proven formulas to build a solid messaging foundation. You can then tweak and tailor them to your specific product and audience.

Here are three battle-tested frameworks I use constantly for different businesses:

1. SaaS (Problem-Agitate-Solve - PAS): This is my go-to for highlighting a pain point your software eliminates.

   • Problem: Tired of messy client feedback in endless email chains?
   • Agitate: Important comments get lost, versions get mixed up, and deadlines start slipping. It's a nightmare.
   • Solve: Our tool puts all feedback directly on your live website. Get clear, visual comments in one place.

2. DTC (Feature-Advantage-Benefit - FAB): This is perfect for translating a product spec into a real, tangible benefit for the customer.

   • Feature: Our coffee beans are flash-frozen right after roasting.
   • Advantage: This process instantly locks in all the flavor and aroma.
   • Benefit: So you get a consistently amazing, coffee-shop-quality brew at home, every single time.

3. Product Launch (Urgency & Social Proof): When launching something new, you need to create excitement and a bit of FOMO (fear of missing out).

   • Urgency: Our new AI writing tool is officially live! But our early-bird pricing ends this Friday.
   • Social Proof: Over 1,000 marketers have already signed up. "This replaced three of our other tools," says one of our beta testers.

Key Takeaway: The best ad copy doesn't just describe what your product does. It frames your product as the clear-cut solution to a nagging problem or the fastest path to a desired outcome.

Building a Scalable Creative Testing System

Here's a hard truth: your first ad is rarely your best. Great creative is discovered through relentless, structured testing. Having a system in place is what allows you to learn from every dollar you spend and consistently improve performance over time.

Start by brainstorming completely different "hooks" or angles. Don't just test a blue button versus a green one—that comes later. Test fundamentally different value propositions first.

For a DTC sneaker brand, your initial hooks might be:

• Hook A (Comfort): "The most comfortable shoes you'll ever own."
• Hook B (Sustainability): "Made from 100% recycled ocean plastic."
• Hook C (Style/Social Proof): "The sneakers everyone is wearing this season."

Run ad sets for each hook and let the data decide the winner. Once you find a hook that resonates—let's say sustainability drives the lowest CPA—you double down. The next round of tests isn't about finding a new hook, it's about iterating on the winning one. You might test different images of the recycled materials, videos of the production process, or influencer testimonials, all centered on that sustainability message.

• Actionable Insight: Create a simple spreadsheet to track your tests. Columns should include: Campaign, Ad Set, Hook/Angle, Creative Used, Start Date, End Date, Spend, CPA, and Key Learning. This log becomes an invaluable resource for future campaigns, preventing you from repeating failed experiments.

This iterative process is the real engine behind successful, high-growth PPC campaigns.

Getting Your Tracking, Measurement, and Attribution Right

Let’s be honest: if your tracking is a mess, you’re not managing a PPC campaign—you’re just gambling. Solid PPC campaign management starts and ends with a reliable system for measuring what’s working. Without it, you can’t optimize, you can’t scale, and you definitely can’t prove your value.

Building this tracking infrastructure isn’t the most glamorous part of the job, but it's the bedrock of every successful campaign. It's how you stop guessing and start knowing what drives results.

The Foundation: Consistent UTMs

UTM parameters are just little snippets of text you add to your URLs. They’re your best friend for telling analytics tools exactly where someone came from. A clean, consistent UTM strategy is the difference between a messy, confusing report and a crystal-clear picture of performance.

The secret isn’t some complicated system; it’s consistency.

Here’s a simple, battle-tested naming convention you can use right away:

• utm_source: The platform. Think google, meta, reddit.
• utm_medium: The channel. Usually cpc, social, or display.
• utm_campaign: The campaign name. Be specific, like saas_demo_q4 or dtc_fall_sale.
• utm_content: The ad creative itself. For example, video_ad_comfort_hook or image_ad_sustainability.
• utm_term: The keyword, mainly for Google Search.

Put it all together, and you get a URL like this: yourwebsite.com?utm_source=reddit&utm_medium=cpc&utm_campaign=saas_demo_q4&utm_content=remotework_pain_point_ad. Now, you know instantly that a lead came from your paid Reddit campaign, specifically from the ad targeting remote work pain points. No guesswork needed.

Setting Up Conversion Tracking That Matters

Once your UTMs are in place, it’s time to track the actions that actually move the needle for your business. This means getting conversion tracking set up properly inside the ad platforms, whether it's Google Ads or Meta Ads.

For a SaaS company, your main goal might be a "Book a Demo" form submission. If you're a DTC brand, it's all about the "Purchase" event.

Start by defining that one primary conversion goal. Then, install the platform’s tracking pixel (or tag) on your website. Use their event setup tools to tell the platform exactly what counts as a conversion—it could be a click on a "Submit" button or a visit to a specific thank-you page. This step is what feeds the platform's algorithm the data it needs to optimize for your goals.

Pro Tip: I can't stress this enough: always test your conversion tracking before you launch. Use the built-in tools like Google's Tag Assistant or Meta's Test Events feature. A broken pixel can kill a campaign before it even has a chance to perform.

Choosing an Attribution Model

Attribution is simply how you give credit for a sale or lead to the different ads a person saw along the way. The model you pick has a huge impact on how you judge performance and where you put your money.

Here's a quick look at the most common models:

• Last-Click: Gives 100% of the credit to the final ad someone clicked. It’s simple, but it’s blind to all the earlier touchpoints that introduced your brand.
• First-Click: Gives 100% of the credit to the very first ad in the journey. Great for understanding what creates initial awareness, but it ignores everything that happened after.
• Data-Driven: This is the smartest of the bunch. It uses machine learning to look at the entire customer journey and assigns partial credit to each touchpoint based on its actual impact. It's now the default in Google Ads for a reason.

Practical Example: Imagine a user first sees your brand on a Meta ad (touchpoint 1), then searches your brand on Google and clicks an ad (touchpoint 2), and finally converts. Last-click gives Google 100% credit, ignoring Meta's crucial role in discovery. Data-driven attribution would assign partial credit to both, giving you a truer picture of what's working.

If you really want to get a handle on how all your channels work together, you’ll eventually want to explore a proper multi-touch attribution model. For a deeper dive, check out our guide on measuring return on marketing investment.

Optimizing Bids and Budgets Without Guesswork

Running a successful PPC campaign is one thing; sustaining that success is another beast entirely. It’s all about relentless, data-driven optimization. This is where the real work of PPC campaign management begins—managing your bids and budgets to systematically cut waste and double down on what’s actually working.

It can feel like you're just guessing sometimes, but with the right framework, it becomes a clear, repeatable process. The goal is to shift from making reactive tweaks to building a proactive strategy that gets the most out of every single dollar.

Manual vs. Automated Bidding: When to Use Each

The first big decision you'll face is how you manage your bids. Are you going to set them yourself (manual) or hand the keys over to the platform's algorithm (automated)? Both have their place, and knowing the right time for each is crucial.

Manual Bidding, like Manual CPC, puts you in the driver's seat. It's my go-to when I'm launching a brand-new campaign, no question. It lets you gather clean performance data without an algorithm making a bunch of assumptions right out of the gate. This way, you can establish a true baseline for your Cost Per Acquisition (CPA) and get a feel for what a click actually costs in your space.

Automated Bidding, on the other hand, uses machine learning to set bids in real-time to hit a specific goal, like Target CPA or Maximize Conversions. This is incredibly powerful, but it's hungry for data. I never flip the switch to automated bidding until a campaign has generated at least 15-30 conversions within a 30-day window.

My Takeaway: Don't start with automated bidding on day one. Run manual CPC for a few weeks to feed the machine good data. Once you have a steady stream of conversions, you can confidently switch to a strategy like Target CPA, giving the algorithm a clear goal to aim for.

Spotting Waste and Reallocating Your Budget

Your performance data is a goldmine for finding budget leaks—if you know where to look. I make it a habit to do a weekly budget audit, focusing on pinpointing underperforming segments and shifting that cash over to the top performers.

Start by breaking down your campaign data. Looking at the overall CPA just isn't enough. You have to dig deeper.

• By Device: Is your mobile CPA 2x higher than your desktop CPA, with a much lower conversion rate? Try applying a negative bid adjustment of -20% on mobile to pull back spend.
• By Location: A SaaS company I worked with found that leads from California converted into paying customers at a way higher rate than leads from Florida. So, we bumped up the location bid adjustment for California by +15% to show up more often for those high-value users.
• By Time of Day: Does your DTC brand see 80% of its sales between 6 PM and 10 PM? It's a no-brainer. Set up an ad schedule to bid more aggressively during those peak hours.

This kind of regular analysis turns budget management from a passive chore into an active strategy. You're no longer just funding a campaign; you're directing your money to where it will have the biggest impact.

Reading the Signals: A Practical Example

Let's say you log in and see your Cost Per Lead (CPL) for a key campaign has shot up by 30% over the last week. The natural reaction is to panic, but don't. This is just a signal pointing you where to look.

Your Actionable Checklist:

1. Check the Change History: Did you or a team member make a change (like a bid adjustment or new ad copy) right before the spike? This is the most common cause.
2. Analyze Auction Insights: Did a new competitor just jump into the auction and drive up CPCs?
3. Review the Search Terms Report: Are you suddenly getting clicks from a new, irrelevant search query that's wasting money? Add it as a negative keyword immediately.
4. Confirm Tracking: Is your conversion pixel still firing correctly on your thank-you page?

This proactive rhythm is what separates seasoned pros from beginners. And it’s getting more critical every day—in fact, 49% of marketing specialists say managing PPC campaigns is tougher now than it was just two years ago. To get ahead, many are turning to tools for automating marketing campaigns to manage bids and budgets more efficiently and take the guesswork out of the equation.

How to Scale Your Wins and Fix What's Broken

So you've found a winning ad or a campaign that's actually profitable. The immediate urge is to just dump more money into it, right? But smart PPC campaign management isn't about hitting the gas; it's about scaling intelligently so you don't mess up what's already working.

Real growth comes from a methodical game plan for expansion and a sharp eye for fixing things when performance inevitably dips. This is your playbook for turning those small victories into long-term momentum.

Scaling PPC Campaigns Without Breaking Them

Scaling is a process, not a single action. Abruptly doubling your budget can send the platform's algorithm into a state of shock. You'll often see your Cost Per Acquisition (CPA) skyrocket as it scrambles to find new people at a pace it's not used to.

My advice? Take it slow. I always recommend increasing a daily budget by no more than 15-20% every few days. This gives the algorithm enough room to breathe, adjust, and find new pockets of users efficiently without kicking it back into the dreaded "learning phase."

The most common mistake I see is scaling a campaign too fast. Slow, steady budget increases help you keep your performance and control your CPA. Think of it like watering a plant—too much all at once just floods it.

Once you’re getting consistent returns from those budget bumps, you can start expanding your reach in other ways.

• Expand Your Lookalike Audiences: Got a solid list of customers or high-value leads? Start building lookalike audiences. I always begin with a tight 1% lookalike. Once that's proven, I'll gradually test 2-3% and then 3-5% audiences to broaden the net.
• Explore New Geographies: Are you only targeting one country? It might be time to test similar markets. If you're selling a SaaS product in the US, expanding to Canada, the UK, and Australia is a pretty logical next step that usually requires minimal changes to your ads.
• Diversify Your Platforms: Is your campaign absolutely killing it on Google Search? Think about testing a complementary channel like Microsoft Ads. The CPCs are often lower, and you can capture a slightly different segment of the same audience.

Treat each of these moves like a brand-new experiment. Duplicate your winning campaign, change just one variable (the new lookalike audience, the new country), and watch it like a hawk.

The Battle-Tested Troubleshooting Guide

Every PPC manager has felt that stomach-drop moment when a top-performing campaign suddenly tanks. The key is not to panic. Instead, work through a systematic checklist to diagnose the real problem.

What to Do When Performance Suddenly Drops

When your conversions fall off a cliff, check these three things first, in this order:

1. Check for Technical Glitches: Is your tracking pixel still firing? Did a link on your landing page break? Use tools like Google's Tag Assistant or Meta's Test Events tool to make sure everything is connected and working. Honestly, this is the most common culprit and the easiest fix.
2. Analyze Your Auction Insights (Google Ads): Jump into your Auction Insights report. Has a new competitor shown up and started bidding like crazy? This can drive up your CPCs and shrink your impression share, hitting your performance directly.
3. Review Ad-Level Performance: Is the drop happening with just one or two ads? You could be dealing with good old-fashioned ad fatigue. Check your "Frequency" metric. If it's climbing while your click-through rate is dropping, your audience is sick of seeing that ad. Time to swap in fresh creative.

Following this process takes the emotion out of it and helps you pinpoint the actual issue with data, not guesswork.

As competition gets fiercer, managing your campaigns this way is more critical than ever. Global PPC spending is exploding and is on track to hit a massive $351.5 billion for search ads in 2025. That growth is happening because it works—65% of high-intent searches end with a click on an ad. But with challenges like click fraud always on the horizon, smart scaling and troubleshooting are your best defense for protecting your ROI. You can discover more insights about these PPC trends on designrush.com.

How to Fix High Costs and Low Conversions

If your costs are slowly creeping up while your conversions stay flat, you've got an efficiency problem. This almost always points to a disconnect between your ads, your audience, and what's on your landing page.

• Actionable Insight: The prime suspect here is usually your Quality Score (on Google) or Relevance Score (on Meta). A low score tells the platform your ad is a poor match, so it charges you more for placement. To fix this, create highly specific ad groups. For example, instead of one ad group for "running shoes," create separate ones for "men's trail running shoes" and "women's marathon shoes." Then, write ad copy and direct traffic to landing pages that exactly match those specific terms. This alignment dramatically boosts relevance and lowers costs.

Your PPC Management Questions, Answered

Even the best-laid plans run into real-world questions. In the trenches of daily campaign management, things always come up. Here are my straight-to-the-point answers to some of the most common questions I get from founders and marketers trying to make sense of it all.

How Often Should I Be Tinkering with My Campaigns?

The honest answer is, it depends on two things: how much you're spending and how old the campaign is. It's a delicate dance between being responsive and not overreacting to every little data blip.

If I've just launched a new campaign or I'm managing a high-spend account (anything over $100/day), I'm in there every single day. These early check-ins are non-negotiable. You're looking for showstoppers—a broken link, a keyword that’s draining your budget, or a disastrously low CTR—before they can do any real damage to your wallet.

After a campaign has found its footing and has been running for a few weeks, I usually switch to a solid weekly review. This is when you can zoom out a bit and look for meaningful trends over the last seven days.

The biggest rookie mistake I see is making knee-jerk changes based on one bad day. Performance will always have peaks and valleys. You need at least 7-14 days of data to spot a genuine trend before you start overhauling your bidding strategy or axing an entire ad group.

During that weekly check-in, here’s what’s on my dashboard:

• Core Metrics: What’s the week-over-week story for my Click-Through Rate (CTR), Cost Per Click (CPC), and Conversion Rate? Are we heading in the right direction?
• Search Terms Report: This is where the gold is. Am I bleeding cash on totally irrelevant searches? Time to beef up my negative keyword list.
• Ad Performance: Is one ad creative clearly outperforming the others? It's probably time to pause the losers and test a new variation against my current champion.

As for the big, strategic moves—like shifting budget between campaigns or testing a completely new landing page—I save those for a bi-weekly or monthly review. That rhythm keeps you in the driver's seat without swerving all over the road.

What’s a Good Return on Ad Spend (ROAS)?

This is the million-dollar question, and anyone who gives you a single number is doing you a disservice. A "good" ROAS is completely tied to your business's profit margins. The 4:1 ratio ($4 in revenue for every $1 spent) you hear thrown around is a decent starting point, but it can be dangerously misleading.

Practical Example:

• A DTC brand selling a $100 product with a 20% profit margin makes $20 per sale. A 4:1 ROAS means they spent $25 to get that $100 sale, resulting in a $5 loss. They need at least a 5:1 ROAS just to break even.
• A SaaS company selling a $100/month subscription knows the average customer stays for 12 months (LTV = $1,200). They might be ecstatic with a 2:1 ROAS on the first month's payment ($50 ad spend to get a $100 sale) because they know the long-term profit is huge.

Instead of chasing a generic benchmark, calculate your own break-even point. The formula is surprisingly simple:

Break-Even ROAS = 1 / Your Profit Margin

So, if your profit margin is 25% (or 0.25), your break-even ROAS is 1 / 0.25 = 4. This means you need a 4:1 ROAS just to cover your costs. Anything above that is pure profit. Knowing this number is what turns PPC campaign management from a guessing game into a predictable growth engine.

Should I Let the Robots Take Over with Automated Bidding?

For almost everyone these days, the answer is a resounding yes. But—and this is a big but—you have to be smart about it. Automated strategies like Google's Target CPA or Maximize Conversions can optimize bids in real-time, at a scale no human could ever match. The algorithms analyze hundreds of signals for every single auction.

The catch? These algorithms are data-hungry. They need a history of conversions to learn what a valuable user actually looks like for your business. Throwing a brand-new campaign onto an automated strategy is like asking a pilot to fly a plane they've never seen before.

Here’s the rollout plan I stick to:

1. Start on Manual CPC: Always launch a new campaign with Manual CPC bidding. This gives you complete control and allows you to gather clean, baseline performance data. You'll figure out your true cost-per-conversion without the algorithm making its own (often expensive) assumptions.
2. Feed the Machine: Don't even think about switching until the campaign is generating conversions consistently. The general rule of thumb is to have at least 15-30 conversions within the last 30 days.
3. Switch with Guardrails: Once you have that conversion history, you're ready to make the switch. But don't just flip it on and walk away. If you're moving to Target CPA, for example, set your initial target based on the actual CPA you achieved during your manual phase. This gives the algorithm a realistic goal to aim for while it's learning the ropes.

Following this sequence gives you the best of both worlds: the granular control of manual bidding when it matters most, and the power of machine learning once your campaign is ready to scale.

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