"Right now, Smart Bidding only uses your Primary conversion action(s) for optimization. With Journey Aware Bidding, you can choose to have your Secondary conversion action(s) INFLUENCE the bidding algorithm, without actually having to count as conversions. How will Journey Aware Bidding work? First, you need up import all conversion actions on the lead to sale journey into Google Ads: leads, MQLs, SQLs, opportunities, closed won - however you categorize your funnel."
"Google Ads may introduce a new bidding type, Journey Aware bidding, in 2026. This will be reportedly for search campaigns using Target CPA. In my opinion, this sounds like an eloquent replacement for some of the solutions lead gen advertisers have been using, like lead scoring + value-based bidding, or micro-conversions. As with all new Google Ads features, I'm sure it will have some kinks, but I'm excited to test this out when it rolls out early next year."
Google Ads plans to introduce Journey Aware Bidding for search campaigns using Target CPA, enabling Smart Bidding to consider secondary conversion actions without counting them as primary conversions. Advertisers must import and accurately categorize all conversion actions across the lead-to-sale funnel—leads, MQLs, SQLs, opportunities, closed won—and assign appropriate categories like Contact, Request quote, Submit lead form, Book appointment, Qualified lead, and Converted lead. Smart Bidding will continue to optimize for the primary target conversion while using other touchpoints as influencing signals. The feature aims to replace complex workarounds such as lead scoring, micro-conversions, and value-based bidding for lead-gen advertisers.
Read at Search Engine Roundtable
Unable to calculate read time
Collection
[
|
...
]