Should I use manual bidding or Smart Bidding?

For most advertisers in 2026, Smart Bidding is the preferred approach. Google's machine learning evaluates hundreds of auction signals that humans simply cannot process in real time. However, Smart Bidding requires reliable conversion data. For brand-new accounts with no conversion history, some advertisers begin with Manual CPC or Maximize Clicks before transitioning to Target CPA or Maximize Conversions once sufficient data has accumulated. The best strategy depends on the maturity of the account—not on personal preference.