Target cost-per-lead (tCPL) bidding is a semi-automated smart bid strategy. You set your desired average cost per lead, and Local Services Ads automatically adjusts bids to aim for that target.
This article explains how Target CPL bidding works.
Before you begin
- If you don’t yet know what type of automated bid strategy is right for you, consider Maximize Leads, the recommended automated bidding strategy. Learn more about How bidding works for Local Services Ads.
- Review your budget settings to ensure they align with your target monthly lead volume. Local Services Ads will never spend beyond your set monthly budget.
How it works
Target CPL bidding automatically finds an optimal bid for your ad each time it's eligible to appear by using historical information about your campaign and evaluating the contextual signals that are present at Google Ads auction-time.
Some conversions may cost more than your target and some may cost less, but altogether, Local Services Ads will try to keep your cost per lead close to the Target CPL that you set.
For example, if you choose a Target CPL of $10 USD, Local Services Ads will automatically set your bids to try to get you as many leads at $10 USD on average.
Choose a setting
In bidding modes, choose "Maximize Leads (Automated Bidding)”, then "Set a target cost per lead (optional)." You can use our recommended target or set your own. The target that you choose will determine the approximate average you'll pay for leads.