What bid strategies does Meta offer?

Lowest cost (default), Cost cap, Bid cap, ROAS goal, and Minimum ROAS. Start with Lowest cost; add a cap only when you have stable performance data and a hard efficiency target.

Go deeper

Want the full playbook? Read Google Ads Playbook for 2026: Setup, Bidding, and Scaling — A practical guide to launching and improving Google Ads in 2026, from campaign setup and tracking to bidding, automation, and common mistakes.