Red Flags: Bidding Strategy

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The test will fail if most of the budget was not invested in campaigns optimized for conversions.


The test will fail if most of the budget was not invested in campaigns optimized for target CPA or target ROAS.

If you’re interested in learning more about why we recommend using these optimization strategies, click here. 

How to change your campaign objective and ad delivery strategy

a) Facebook


When creating a new campaign, make sure to optimize for conversions.

⚠️ Note: Once you create your campaign you can’t change the chosen campaign objective. So if you’re running a campaign with a different objective, make sure to create a new one that optimizes for conversions.

ℹ️ Campaign objective – Your campaign objective should align with your overall business goals.

facebook ads campaign objective


⚠️Don’t forget to match the ad delivery method to your campaign objective!

ℹ️ Optimization for ad delivery – Facebook ads delivery optimization is used to help Facebook understand your ad campaign’s goals. Basically, you’re telling Facebook’s algorithms what your anticipated results are and who should see your ads.

→ After you created your campaign, head over to the ad set level. 

→ Scroll down until you see the optimization for the ad delivery section. (image below)

facebook ad optimization for ad delivery

→ choose CONVERSIONS – Facebook will deliver your ads to the people who are most likely to convert (purchase) after seeing your ad.

facebook ads ad set optimization, screenshot from ads manager

b) Google

ℹ️ TARGET CPA –helps you drive as many conversions as possible at the target cost per action (CPA) you set.

ℹ️ TARGET ROAS – helps you get more conversion value or revenue at the target return-on-ad-spend (ROAS) you set.

When you set a target ROAS or CPA, this essentially tells Google,  “Find me people who are most likely to convert.”

How to edit your campaign bidding strategy

Step 1: Sign in to your Google Ads account.

Step 2: In the page menu on the left, click Campaigns.

Step 3: Select the campaign you want to edit.

Step 4: Click Settings in the page menu for this campaign.

Step 5: Open Bidding and then click Change bid strategy.

Step 6: Select your new bid strategy from the drop-down menu.

Step 7: Click Save.

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