Bidding has always been one of the most strategic levers in Google Ads. But in 2025, the question for advertisers across New Zealand and Australia isn’t just which bid strategy to use — it’s whether you should be bidding at all.
With Google’s continued push toward automation, manual bidding is now the exception, not the rule. However, that doesn’t mean smart advertisers are stepping aside. In fact, many are using a hybrid approach that combines automated bidding with human oversight to drive better outcomes.
This article examines the current landscape of bidding strategies in Google Ads, and how leading brands are adapting their tactics for maximum impact.
The Fall of Manual Bidding – But Not Its Death
Google has phased out Enhanced CPC and discouraged manual CPC in favour of Smart Bidding strategies like Target CPA, Maximise Conversions, and Target ROAS. These AI-powered systems adjust bids in real time based on hundreds of signals — device, location, time of day, audience, and more.
Manual bidding still exists, but it’s often locked behind campaign types like Search or Display. And for advertisers who want direct control over CPCs, it’s increasingly limited.
Where Automated Bidding Excels
- Scale: Automation can optimise thousands of auctions per second — something no human team can match.
- Complexity: Algorithms account for real-time context, which is particularly valuable for e-commerce and large-scale campaigns.
- Consistency: AI removes emotional decision-making and smooths out reactive bid changes that often hurt performance.
- Time savings: Letting Google manage bids allows teams to focus on creative, targeting, and funnel strategy.
Where Manual Still Has a Role
- Budget control: Manual CPC can protect low-budget campaigns from overspending.
- Testing grounds: Early-stage campaigns or keyword tests may benefit from tight control before feeding data into Smart Bidding.
- Low-volume niches: For B2B or specialised services with limited conversion data, manual bidding can prevent AI misfires.
- Brand defence: Running branded keywords manually helps control CPCs and block aggressive competitors.
What NZ & AU Advertisers Are Doing Now
Across New Zealand and Australia, agencies and in-house teams are leaning into a hybrid strategy. Smart advertisers are doing things like:
- Using Target ROAS for high-volume product campaigns
- Manually controlling branded keywords
- Segmenting campaigns to compare bidding models
- Feeding Smart Bidding with offline conversion data for lead gen
- Creating separate campaigns for retargeting with Maximise Conversions
The key isn’t choosing between manual and automated bidding — it’s knowing where each works best and structuring campaigns accordingly.
Case Example – Christchurch Legal Services Firm
A boutique law firm in Christchurch tested manual CPC vs. Target CPA bidding across 60 days. Manual CPC gave tighter control, but delivered inconsistent volume. When Target CPA was introduced and paired with offline conversion tracking (qualified calls and booked consultations), cost per lead dropped 34% and lead quality improved markedly.
Insight: Manual was safer early on, but Smart Bidding delivered scale and efficiency once quality signals were integrated.
Recommendations for 2025
- Start manual, scale automated: Use manual bidding to collect clean data, then switch to Smart Bidding once volume is sufficient.
- Use conversion value rules: Teach Google’s algorithm what’s truly valuable — not just what’s common.
- Break out campaigns by bidding strategy: Don’t mix manual and automated bidding within the same campaign.
- Always track offline conversions: Especially for service industries, feeding real outcomes back into Google Ads is essential.
Final Thought
Manual bidding isn’t dead — it’s evolved. In 2025, the smartest advertisers don’t just hand the reins over to automation. They use manual bidding tactically, understand how Google’s AI works, and build structured accounts that support smarter decision-making.
Whether you’re running an e-commerce store in Sydney or a B2B service in Auckland, the key is alignment — between your goals, your data, and your bidding strategy.
At Metrics Media, we help ambitious NZ and AU businesses unlock the full potential of their Google Ads accounts — whether that’s manual finesse, automated scale, or both.
Email info@metricsmedia.com.au to request a tailored bidding strategy audit. Let’s ensure your budget is working as hard as your team.