Google Ads simplified access to Manual CPC during campaign setup. Instead of navigating through the “Select a bid strategy directly (not recommended)” option, advertisers now see “Manually set bids” directly under the Conversions goal.
The change:
- Manual CPC is surfaced within Google’s primary bidding flow.
- Advertisers no longer need to bypass Google’s recommended strategies to access it.
- The update is visible in campaign bidding settings across the UI.
Why we care. Manual CPC remains a go-to bidding strategy for advertisers who want hands-on control, but Google’s setup flow has increasingly nudged users toward automated bidding. This update lowers the friction for those who still prefer manual control.
Big picture. While Google continues to push Smart Bidding, this change acknowledges that manual bidding still plays an important role — especially for experienced advertisers, niche campaigns, or situations where automation isn’t the best fit.
Credit. The update was shared by Hana Kobzová founder of PPC News Feed
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
