| name | bid-optimization |
| description | Recommend and apply bid and bid-strategy changes from performance data — CPC targets, device and audience modifiers, and target CPA/ROAS moves. Use when a user wants to lower CPCs, hit a target CPA or ROAS, or adjust bids across campaigns. |
Bid Optimization
Move bids toward the target CPA or ROAS using real performance, not guesses. Reads are free; changing bids spends differently, so confirm before shipping.
Confirm the account: list_connected_accounts.
1. Read performance with enough data
Pull recent performance per campaign and, where available, per ad group and segment: pull_<platform>_ads_performance(days=...) or run_gaql_query for Google detail. Do not act on thin data; a handful of conversions is noise. State the window and volume you based the call on.
2. Diagnose before you move
- Segments beating the target CPA/ROAS with volume to spare want more bid or budget.
- Segments far above target with real spend want less, or a match-type or negative fix first (see negative-keywords).
- High CPCs with poor relevance are a Quality Score or targeting problem, not a bid problem. Fixing the ad or keyword often beats raising the bid.
3. Choose the lever
- Bid strategy: manual vs target CPA vs target ROAS vs maximize conversions. Match it to data volume and the goal.
- Modifiers: device, audience, location, and schedule (see dayparting) adjust bids where performance actually differs.
- Move in steps, not leaps. Large automated-bid target swings reset learning and destabilize delivery.
4. Apply on approval
Apply through the plan tools or update_campaign_budget where budget is the real constraint. Confirm the change and re-measure after the platform has had time to adjust.
Rules
- Never chase a target off a few conversions. Minimum data first.
- Step changes, then wait. Do not thrash bids day to day.
- Report what moved, by how much, and the expected effect on CPA/ROAS. Scale winners with the optimize skill.
