How to Adjust Bids in Google Ads

This week we’ll get into the nitty gritty of account management: adjusting bids in Google Ads. Our process takes much of the pain out of doing this task, so let’s dive in!


INCREASE SPEND ON EFFECTIVE KEYWORDS. JDM evaluates the performance of keywords and based on a set of criteria, allocates more of the client’s budget to keywords that are performing well.

DECREASE SPEND ON INEFFECTIVE KEYWORDS. Likewise, JDM allocates less money to keywords that are not performing well.


1. Download a keywords report

2. Bid down

3. Bid up


1. Excel calculation functions

1. Download a keywords report off Google Ads


  • Dates: last 30 days up to yesterday

  • Impressions > 0

  • Campaign name contains “google-search”


  • Impressions

  • Clicks

  • CTR

  • Cost

  • Avg. pos.

  • Conversions

  • Cost/Conv.

  • CVR

2. Report Prep

COLUMNS. Add 2 columns: “New max CPC” and “Bid Adjust Type”.

NEW MAX CPC. This is where you will perform the calculations for the new bids.

BID ADJUST TYPE. In the “Bid Adjust Type” column you just created, mark “bid down” and “bid up” when you are adjusting the bid on a keyword in the following steps.

It’s also extremely helpful to set bidding guidelines before you start to keep your bidding consistent. Here’s what one of ours looks like:

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