{"id":21964,"date":"2025-06-04T06:30:06","date_gmt":"2025-06-04T06:30:06","guid":{"rendered":"https:\/\/www.adenlab.com\/how-much-does-a-google-ads-campaign-cost-and-how-can-you-set-a-google-ads-budget-that-will-enable-you-to-achieve-your-goals\/"},"modified":"2025-11-06T13:52:52","modified_gmt":"2025-11-06T13:52:52","slug":"how-much-does-a-google-ads-campaign-cost-and-how-can-you-set-a-google-ads-budget-that-will-enable-you-to-achieve-your-goals","status":"publish","type":"post","link":"https:\/\/www.adenlab.com\/en\/how-much-does-a-google-ads-campaign-cost-and-how-can-you-set-a-google-ads-budget-that-will-enable-you-to-achieve-your-goals\/","title":{"rendered":"How much does a Google Ads campaign cost, and how can you set a Google Ads budget that will enable you to achieve your goals?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"21964\" class=\"elementor elementor-21964 elementor-15662\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-930367f e-flex e-con-boxed e-con e-parent\" data-id=\"930367f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c8707da e-con-full category-data e-flex e-con e-child\" data-id=\"c8707da\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d4bde13 elementor-widget elementor-widget-heading\" data-id=\"d4bde13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">simulate the results of your Google Ads campaigns:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6db0d5d elementor-widget elementor-widget-text-editor\" data-id=\"6db0d5d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Use our performance simulator to find out the expected results of your Google Ads campaigns.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-392c229 e-con-full category-data e-flex e-con e-child\" data-id=\"392c229\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7ea675b elementor-widget elementor-widget-html\" data-id=\"7ea675b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div style=\"width: 100%; height: 500px\" data-border-radius=\"8\" data-uuid=\"ef2d7fed-7a3f-44e7-919e-8131657ddd77\" id=\"smart-wraap-container\"><\/div>\n<script type=\"module\" src=\"https:\/\/www.app.magnetly.co\/embed-script\/index.js\"><\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-14e1f94 e-flex e-con-boxed e-con e-parent\" data-id=\"14e1f94\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3424a0b noted_content elementor-widget elementor-widget-text-editor\" data-id=\"3424a0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Before getting to the heart of the matter, and giving you several keys to establishing your Google Ads budget, we feel it&#8217;s important to remind you of the state of the advertising market in France and around the world.<\/p>\n<p>In fact, according to eMarketer&#8217;s &#8220;Worldwide Digital Ad Spending 2023&#8221; report, digital advertising investment will grow by 10.5% worldwide in 2023.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-60d0b45 e-flex e-con-boxed e-con e-parent\" data-id=\"60d0b45\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-700a5f7 elementor-widget elementor-widget-text-editor\" data-id=\"700a5f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>This<\/strong>growth also means that 67% of advertising budgets are now directed towards digital! For the first time this year, almost two-thirds of all advertising expenditure will be invested in digital. <\/p><blockquote><p><strong>67% of advertising spend is now on digital!<\/strong><\/p><\/blockquote><p>So how is investment in digital advertising distributed in France? And what weight does Google Ads have in advertisers&#8217; budgets? <\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft wp-image-15676 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Leviers-Investissement-publicite-digitale-en-France.webp\" alt=\"\" width=\"2266\" height=\"1004\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Leviers-Investissement-publicite-digitale-en-France.webp 2266w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Leviers-Investissement-publicite-digitale-en-France-300x133.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Leviers-Investissement-publicite-digitale-en-France-1024x454.webp 1024w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Leviers-Investissement-publicite-digitale-en-France-768x340.webp 768w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Leviers-Investissement-publicite-digitale-en-France-1536x681.webp 1536w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Leviers-Investissement-publicite-digitale-en-France-2048x907.webp 2048w\" sizes=\"(max-width: 2266px) 100vw, 2266px\" \/><\/p><p>43% of web advertising spend will be on search in 2023, and 41% in 2024 (search engines).<\/p><p>We might as well tell you that this budget is allocated to Google, which is the favorite search engine of the French. In fact, Google holds 89.95% of the search engine market share, followed by Bing with 5.12%. <\/p><p><img decoding=\"async\" class=\"alignleft wp-image-15678 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Moteurs-recherche-part-marche-france-2025.webp\" alt=\"\" width=\"1653\" height=\"876\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Moteurs-recherche-part-marche-france-2025.webp 1653w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Moteurs-recherche-part-marche-france-2025-300x159.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Moteurs-recherche-part-marche-france-2025-1024x543.webp 1024w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Moteurs-recherche-part-marche-france-2025-768x407.webp 768w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Moteurs-recherche-part-marche-france-2025-1536x814.webp 1536w\" sizes=\"(max-width: 1653px) 100vw, 1653px\" \/><\/p><p>With this information on the state of the digital advertising market in France, you&#8217;re more or less in the clear about the breakdown of the Media Mix.<\/p><p>Now that you&#8217;ve done that, you know that your presence on Google is important and that you need to be visible on this channel, which will certainly bring you a lot of customers and constant sales.  <\/p><p>If you need to estimate your Google budget: book an appointment with our <a href=\"https:\/\/www.adenlab.com\/services\/campagnes-sponsorisees-sea\/\">Google Ads experts <\/a> <\/p><p><strong>With what budget? What indicators do you need to master and take into account? What are your objectives and how can you achieve them with Google Ads? And what do you need to analyze, monitor and improve when you launch your <a href=\"https:\/\/www.adenlab.com\/services\/campagnes-sponsorisees-sea\/campagnes-search-google-ads\/\">Google Ads campaigns<\/a>?   <\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-188d658 e-con-full category-data e-flex e-con e-child\" data-id=\"188d658\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d4d2e2c elementor-widget elementor-widget-heading\" data-id=\"d4d2e2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">DEFINE YOUR OBJECTIVES FOR YOUR GOOGLE ADS CAMPAIGNS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd03200 elementor-widget elementor-widget-text-editor\" data-id=\"cd03200\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"bloc-separator darkblue margin30\">\n<div class=\"row\">\n<div class=\"col-sm-4 col-sm-offset-2 col-xs-12\">\n<p>Depending on the campaigns you run on Google Ads, you&#8217;ll be able to target different objectives: traffic, awareness, sales&#8230; and you&#8217;ll have access to different ad formats (text, display, shopping).<\/p>\n<\/div>\n<div class=\"col-sm-4 col-xs-12 text-center\"> <\/div>\n<\/div>\n<\/div>\n<p>With the many tools and bidding strategies offered by Google Ads today, it can be difficult to decide how to set an effective budget for your campaign. After all, it&#8217;s important to remember that Google Ads works on a bidding system, which will help you ensure the visibility of your ads and reach your target. <\/p>\n<p>For e-commerce, the objective is often to increase sales. A minimum return on advertising investment is expected (the famous ROAS) or a maximum customer acquisition cost (CAC = customer acquisition cost or CPA = cost per conversion). <\/p>\n<p><strong>We can even speak of an objective and a constraint.<\/strong><br>The objective being sales growth and the constraint ROAS.<br>The second constraint in this case will be <strong>your daily budget<\/strong>, which will limit the distribution of your campaigns.<\/p>\n<p>However, if your campaigns reach your sales targets while respecting your ROAS: there would theoretically be no reason to limit the budget for your campaigns since they are profitable.<\/p>\n<p>The objective of your campaigns could simply be to attract more traffic to your website, or to increase the number of subscribers to your site.<br>And as you&#8217;ve understood, it all depends on your activity and your needs in terms of business and marketing.<\/p>\n<div class=\"kg-card kg-callout-card kg-callout-card-grey\">\n<div class=\"kg-callout-emoji\">\ud83e\udd13 Tips: Calculate your ROAS (return on advertising investment)<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7d3ec2c e-con-full category-data e-flex e-con e-child\" data-id=\"7d3ec2c\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-66715da elementor-widget elementor-widget-heading\" data-id=\"66715da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">ROAS (Return on Ad Spend) is a ratio that measures the return on investment of an advertising campaign.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1480a41 elementor-widget elementor-widget-text-editor\" data-id=\"1480a41\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It is calculated by dividing the total revenue generated by a campaign by the total cost of that campaign.<\/p>\n<p><strong>ROAS = Total revenue \/ Total campaign cost<\/strong><\/p>\n<p>Ex: You want to spend \u20ac100 on Google Ads and want it to earn you \u20ac1000. In other words, multiply your advertising investment by x10<br>In this case, you would like to obtain a ROAS of 10 (or 1000% in your Google Ads campaign parameters). <\/p>\n<p><a href=\"https:\/\/www.adenlab.com\/en\/smart-bidding-roas-target-or-cpa-target\/\">Which bidding strategy: ROAS vs CPA (CAC)<\/a><\/p>\n<div class=\"kg-card kg-callout-card kg-callout-card-grey\">\n<div class=\"kg-callout-emoji\">\ud83e\udd13 Tip: Calculating the CAC (Customer Acquisition Cost)<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5de6765 e-con-full category-data e-flex e-con e-child\" data-id=\"5de6765\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c212011 elementor-widget elementor-widget-heading\" data-id=\"c212011\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">The CAC, \"Customer Acquisition Cost\", is the value that represents the cost you're willing to invest to acquire a customer on Google Ads.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35a4995 elementor-widget elementor-widget-text-editor\" data-id=\"35a4995\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It is calculated by dividing the total amount you spend on your campaign by the total number of conversions in that campaign.<\/p>\n<p><strong>CAC = Total costs \/ No. of conversions<\/strong><\/p>\n<p>In terms of management control, it is sometimes simpler to use the cost of acquiring a customer rather than ROAS, which requires knowledge of your margins and good segmentation of your campaigns.<br>In fact, your products do not all have the same margins, and consequently your campaigns should not have the same ROAS objectives.<\/p>\n<p><strong>With these objectives and constraints in mind, it&#8217;s time to make some simulations and estimates.<br>We&#8217;ll then look at which bidding strategy is best suited to your needs, and which solutions Google Ads offers to help you achieve them.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8d1f511 e-con-full category-data e-flex e-con e-child\" data-id=\"8d1f511\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8df3426 elementor-widget elementor-widget-heading\" data-id=\"8df3426\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">SET THE AMOUNT TO SPEND PER MONTH ON GOOGLE ADS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aca1755 elementor-widget elementor-widget-text-editor\" data-id=\"aca1755\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>To set your budget, it&#8217;s always a good idea to use the Google Ads simulator. But you can also use competitive intelligence tools to situate yourself in relation to your competitors. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d17c8fe e-con-full category-data e-flex e-con e-child\" data-id=\"d17c8fe\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ee88c32 elementor-widget elementor-widget-heading\" data-id=\"ee88c32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">The keyword planning tool to simulate the cost of your Google Ads campaign and your monthly budget<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee4965a elementor-widget elementor-widget-text-editor\" data-id=\"ee4965a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7337243?hl=fr\">keyword planning<\/a> tool is a good starting point for making a few estimates and finding out the traffic potential you can obtain via Google Ads campaigns.<\/p><p>The tool goes quite far. It offers you simulations by integrating your conversion values and the conversion rate of your campaign. It then calculates the result on your sales and the return on investment you&#8217;ll be able to achieve.  <\/p><p><strong>WARNING<\/strong>: this is a simulation! Reality is often very different from simulation. <\/p><p><img decoding=\"async\" class=\"alignleft wp-image-15686 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.54.48-768x392-2.webp\" alt=\"\" width=\"768\" height=\"392\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.54.48-768x392-2.webp 768w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.54.48-768x392-2-300x153.webp 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15688 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.08.28.webp\" alt=\"\" width=\"1208\" height=\"560\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.08.28.webp 1208w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.08.28-300x139.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.08.28-1024x475.webp 1024w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.08.28-768x356.webp 768w\" sizes=\"(max-width: 1208px) 100vw, 1208px\" \/><\/p><p>Here&#8217;s the result of a simulation we ran. For the example, we searched for &#8220;baby strollers&#8221; and &#8220;compact strollers&#8221;. <\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15694 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.11.03.webp\" alt=\"\" width=\"1176\" height=\"590\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.11.03.webp 1176w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.11.03-300x151.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.11.03-1024x514.webp 1024w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Capture-decran-2025-02-24-a-12.11.03-768x385.webp 768w\" sizes=\"(max-width: 1176px) 100vw, 1176px\" \/><\/p><p>In the simulation above, you&#8217;ll find the conversion rate (1%) and conversion value (200\u20ac) I&#8217;ve set.<\/p><p>The simulator tells me that with a daily budget of \u20ac110, my conversion value (or sales) could amount to \u20ac17k. That&#8217;s a ROAS of 5.6 and CPA (CAC) of 36\u20ac. <\/p><p>In this case, your monthly budget for this campaign would be \u20ac3,000 per month.<\/p><p>Once you&#8217;ve defined the monthly budget limits for your campaign, you&#8217;ll choose a campaign type that will display your ads. You can choose <a href=\"https:\/\/www.adenlab.com\/news\/campagnes-google-shopping\/\">Shopping campaigns<\/a>, <a href=\"https:\/\/www.adenlab.com\/news\/performance-max-et-google-ads\/\">Performance Max campaigns<\/a>, <a href=\"https:\/\/www.adenlab.com\/news\/comment-rentabiliser-vos-campagnes-search-de-google-ads\/\">Text campaigns<\/a> with relevant keywords or the products you want to sell. <\/p><div class=\"kg-card kg-callout-card kg-callout-card-grey\"><div class=\"kg-callout-emoji\">\ud83e\udd13 Reminder: Cost per Click (CPC) and maximum CPC<\/div><\/div><p>Don&#8217;t forget that your budget and spending on Google Ads depend on the bids you&#8217;re willing to put on a product or keyword.<br>Average CPC is the price at which you&#8217;ll acquire clicks on a given keyword or product on Shopping and Performance Max. The Max CPC is the maximum bid you&#8217;d like to set (in manual management). <\/p><p>This same cost-per-click (CPC) will vary according to the desired objective of your campaign. Generally speaking, it will be higher when you&#8217;re faced with a search from an Internet user whose intention is to buy your product. <\/p><p>Apart from campaigns whose bids are managed manually, it&#8217;s Google Ads&#8217; automatic bidding strategies and Machine Learning that will apply the bid for your keywords or products.<\/p><p>And just what are the Google Ads automatic bidding strategies that will enable you to reach your objectives and control your daily expenses?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c697fc7 e-con-full category-data e-flex e-con e-child\" data-id=\"c697fc7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-282b91f elementor-widget elementor-widget-heading\" data-id=\"282b91f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">WHAT ARE GOOGLE ADS' AUTOMATIC BIDDING STRATEGIES?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80cc3ed elementor-widget elementor-widget-text-editor\" data-id=\"80cc3ed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"bloc-separator darkblue margin30\"><div class=\"row\"><div class=\"col-sm-4 col-sm-offset-2 col-xs-12\"><p>To achieve your goal, you&#8217;ll need to choose the right campaign type and bidding strategy. Here are the different strategies offered by Google Ads. <\/p><\/div><\/div><\/div><p>To help you choose your bidding strategy, let&#8217;s take the case of an e-commerce business that needs to display its products on Shopping format. In this case, the ads will be displayed as images (of the products) thanks to the product feed imported into Google Merchant Center. <\/p><p><strong>Feel free to read our article on <a href=\"https:\/\/www.adenlab.com\/news\/smart-bidding-objectif-roas-ou-objectif-cpa\/\">ROAS vs. target CPA <\/a>, which will be a good complement to the information below.<\/strong><\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15704 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/annonce-shopping-de-google-ads-scaled.webp\" alt=\"\" width=\"2560\" height=\"1241\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/annonce-shopping-de-google-ads-scaled.webp 2560w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/annonce-shopping-de-google-ads-300x145.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/annonce-shopping-de-google-ads-1024x496.webp 1024w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/annonce-shopping-de-google-ads-768x372.webp 768w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/annonce-shopping-de-google-ads-1536x745.webp 1536w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/annonce-shopping-de-google-ads-2048x993.webp 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p><p>In the example below, products are displayed using a Shopping Standard campaign or a Performance Max campaign.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-df594ee e-con-full category-data e-flex e-con e-child\" data-id=\"df594ee\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-41f9d43 elementor-widget elementor-widget-heading\" data-id=\"41f9d43\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Performance Max bidding strategies<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52d9359 elementor-widget elementor-widget-text-editor\" data-id=\"52d9359\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Since the objective of an Ecommerce business is often to sell products, you can use 2 strategies:<\/p><p><strong><mark>Objective 1:<\/mark> Increase the number of Conversions with a CPA constraint (Cost per Acquisition, equivalent to CAC: customer acquisition cost)<\/strong><\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15706 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-Conversions.webp\" alt=\"\" width=\"1190\" height=\"616\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-Conversions.webp 1190w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-Conversions-300x155.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-Conversions-1024x530.webp 1024w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-Conversions-768x398.webp 768w\" sizes=\"(max-width: 1190px) 100vw, 1190px\" \/><\/p><p><strong><mark>Objective 2:<\/mark> Increase conversion value with a ROAS constraint<\/strong><\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15709 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-valeuyr-de-conversions.webp\" alt=\"\" width=\"1210\" height=\"604\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-valeuyr-de-conversions.webp 1210w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-valeuyr-de-conversions-300x150.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-valeuyr-de-conversions-1024x511.webp 1024w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Strategie-denchere-valeuyr-de-conversions-768x383.webp 768w\" sizes=\"(max-width: 1210px) 100vw, 1210px\" \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1d17468 e-con-full category-data e-flex e-con e-child\" data-id=\"1d17468\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0d067de elementor-widget elementor-widget-heading\" data-id=\"0d067de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Google Shopping Standard bidding strategies<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07a85c2 elementor-widget elementor-widget-text-editor\" data-id=\"07a85c2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>We talk about them here to illustrate bidding strategies, but you should know that it&#8217;s not (anymore) this type of campaign that we recommend for Ecommerce, but rather Performance Max campaigns.<\/p><p>With Shopping Standard campaigns, you&#8217;ll be able to exploit 3 bidding strategies:<\/p><p><strong><mark>1. Target ROAS:<\/mark> The automatic bidding strategy with a target ROAS<\/strong><\/p><p><strong><mark>2. Maximize Clicks:<\/mark> The automatic bidding strategy to maximize clicks and therefore traffic to your site<\/strong><\/p><p><strong><mark>3. Manual bidding:<\/mark> the manual bidding strategy where you control the bidding manually<\/strong><\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15717 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/strategie-denchere-Google-Shopping-Standard.webp\" alt=\"\" width=\"1018\" height=\"512\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/strategie-denchere-Google-Shopping-Standard.webp 1018w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/strategie-denchere-Google-Shopping-Standard-300x151.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/strategie-denchere-Google-Shopping-Standard-768x386.webp 768w\" sizes=\"(max-width: 1018px) 100vw, 1018px\" \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7e4693d e-con-full category-data e-flex e-con e-child\" data-id=\"7e4693d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-22cdcdc elementor-widget elementor-widget-heading\" data-id=\"22cdcdc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Bidding strategies for text ads on the Search Network<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f185ee elementor-widget elementor-widget-text-editor\" data-id=\"2f185ee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>For Google Ads&#8217; historical text ads, bidding strategies have also been automated to help you reach your objectives:<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15722 size-full\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Les-strategies-dencheres-sur-le-reseau-de-recherche-de-Google-Ads.webp\" alt=\"\" width=\"1178\" height=\"622\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Les-strategies-dencheres-sur-le-reseau-de-recherche-de-Google-Ads.webp 1178w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Les-strategies-dencheres-sur-le-reseau-de-recherche-de-Google-Ads-300x158.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Les-strategies-dencheres-sur-le-reseau-de-recherche-de-Google-Ads-1024x541.webp 1024w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Les-strategies-dencheres-sur-le-reseau-de-recherche-de-Google-Ads-768x406.webp 768w\" sizes=\"(max-width: 1178px) 100vw, 1178px\" \/><\/p><p>Above are the 4 bidding strategies you can implement for your ads on the Search Network and your text ads:<\/p><p><strong><mark>1. Conversion:<\/mark> Like the automatic Performance Max strategies, this involves increasing the number of Conversions with a CPA constraint (Cost per Customer Acquisition)The automatic auction strategy with a target ROAS<\/strong><\/p><p><strong><mark>2. Conversion value:<\/mark> The same applies to conversion value (increasing your sales) with a ROAS constraint.<\/strong><\/p><p><strong><mark>3. Clicks:<\/mark> this option allows you to obtain a volume of traffic with an optional maximum bid constraint.<\/strong><\/p><p><strong><mark>3. Impression rate:<\/mark> This option ensures the visibility of your ad on the search engine.<\/strong><\/p><p>You can therefore choose between several strategies, while limiting your daily budget and &#8220;imposing&#8221; a constraint of Return on Investment or customer acquisition cost.<\/p><p>In this way, Google Ads&#8217; algorithms will be able to assign the right bid to your campaigns and ads so that you get enough visibility and meet your chosen objective.<\/p><p>Magic doesn&#8217;t always happen, and your competitors are there to remind you. That&#8217;s why you need to monitor and analyze your campaigns on a regular basis. Which brings us to the last part of this article: Measuring and monitoring your performance indicators.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8718f0d e-con-full category-data e-flex e-con e-child\" data-id=\"8718f0d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-66ad22b elementor-widget elementor-widget-heading\" data-id=\"66ad22b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">MEASURE THE PERFORMANCE OF YOUR GOOGLE ADS CAMPAIGNS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c27d1d elementor-widget elementor-widget-text-editor\" data-id=\"0c27d1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"bloc-separator darkblue margin30\">\n<div class=\"row\">\n<div class=\"col-sm-4 col-sm-offset-2 col-xs-12\">\n<p>Measuring and tracking the key indicators of your campaigns is a recurring and important management task. Fluctuations in traffic, conversions and external events are all factors that need to be taken into account if you are to achieve your objectives. <\/p>\n<\/div>\n<div class=\"col-sm-4 col-xs-12 text-center\"> <\/div>\n<\/div>\n<\/div>\n<p>Once you&#8217;ve set your budget, chosen your campaign type and adjusted your bidding parameters, you&#8217;ll need to monitor its performance.<\/p>\n<p>In addition, it will be important to understand how to maintain your performance over time.<\/p>\n<p><mark>Here are a few tips:<\/mark><\/p>\n<ol>\n<li>Set up Reports on your Google Ads account or use Data Studio.<\/li>\n<li>Analyze your historical data to gain a better understanding of past performance and predict future trends.<\/li>\n<li>Use Google Analytics to track your site&#8217;s overall conversion rate and your visitors&#8217; behavior to improve their experience.<\/li>\n<li>A\/B test your campaigns.<\/li>\n<li>Monitor and anticipate peak traffic periods and the seasonal nature of your business.<\/li>\n<li>Keep an eye on your competitors.<\/li>\n<li>Set up sales events and promotions.<\/li>\n<\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4a1bbb8 e-con-full category-data e-flex e-con e-child\" data-id=\"4a1bbb8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7ac80e5 elementor-widget elementor-widget-heading\" data-id=\"7ac80e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd5439d elementor-widget elementor-widget-text-editor\" data-id=\"dd5439d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Setting a budget for your Google Ads advertising campaigns largely depends on your objectives and the type of products and services you offer.<\/p>\n<p>Knowing your financial indicators and constraints, such as the maximum cost of acquiring a customer or the target ROAS of your campaigns, is essential for good management and allocation of your budgets.<\/p>\n<p>Your Cost of Customer Acquisition or Return on Advertising Investment depends on your bidding strategy and the average cost per click (CPC) of your keywords or products on Google Shopping. Mastering these components will help you achieve your objectives. <\/p>\n<p>You&#8217;ll need to monitor the overall performance of your account and the campaigns you&#8217;ve created, so that you can react according to the results, but also to the market (yes, you&#8217;re not alone, and the competition is fierce).<\/p>\n<p>Finally, by tracking your historical data and implementing a testing and optimization strategy, you can maintain the effectiveness of your Google Ads campaign over the long term.<\/p>\n<p>Don&#8217;t hesitate to contact us if you need an update on your Google Ads strategy and budget allocation.<\/p>\n<div class=\"kg-card kg-button-card kg-align-center\"><a class=\"kg-btn kg-btn-accent\" href=\"https:\/\/www.adenlab.com\/services\/campagnes-sponsorisees-sea\/\">Need expert guidance on Google Ads?<\/a><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8422095 e-flex e-con-boxed e-con e-parent\" data-id=\"8422095\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2430921 elementor-widget elementor-widget-heading\" data-id=\"2430921\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Need to evolve your digital strategy?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5dd7fa elementor-widget elementor-widget-text-editor\" data-id=\"b5dd7fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>We carry out a complete diagnosis of your strategy and campaigns.<\/p>\n<p>Fully supported by Adenlab, you pay nothing.<\/p>\n<p>Our free preliminary audit will give you a clear picture of the current state of your campaigns. It will enable you to identify and plan the evolution of your performance on your acquisition channels. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50c2e6d elementor-widget elementor-widget-button\" data-id=\"50c2e6d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/calendly.com\/romain-stevens-adenlab\/formulaire-site-adenlab\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Schedule your free audit<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>simulate the results of your Google Ads campaigns: Use our performance simulator to find out the expected results of your [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":15665,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75,76],"tags":[81,77],"class_list":["post-21964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","category-tutorials","tag-google-shopping-en","tag-search-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Google Ads Cost &amp; Budget Tips to Reach Goals | 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