The world of PPC is constantly evolving, and bidding strategies are no exception. One of the most common questions advertisers still face in 2025 is whether to use manual bidding or smart bidding.
Both approaches have their pros and cons, and the right choice depends on your campaign goals, how much control you want, and the type of performance you’re aiming for. In this post, we’ll break down the key differences and help you decide which suits your needs best.
What Is Manual Bidding?
Manual bidding gives you full control over how much you’re willing to pay per click. You set the maximum cost-per-click (CPC) for your keywords, ad groups, or campaigns. This is ideal for advertisers who want to closely manage their budget and campaign performance.
Pros:
- Complete control over your bids.
- Easier to test what’s working.
- Great for smaller campaigns or niche targeting.
Cons:
- Can be time-consuming.
- Requires regular monitoring and optimisation.
- Doesn’t automatically react to shifts in user behaviour.
What Is Smart Bidding?
Smart bidding uses Google’s machine learning to automatically adjust bids in real time, based on factors like device, location, time of day, and user intent. Smart strategies include Target CPA, Maximise Conversions, and Target ROAS.
Pros:
- Saves time and reduces manual effort.
- Learns and improves from campaign data.
- Optimises bids for every single auction.
Cons:
- Less visibility and control.
- Requires time to “learn”.
- Needs enough conversion data to perform well.
Manual Bidding vs Smart Bidding: Key Considerations in 2025
Google’s automation is more advanced than ever in 2025, but Manual Bidding still holds strong advantages, especially for those who value control and transparency.
Start Strong with Control
New campaigns often don’t have enough data for smart bidding to work effectively. Manual bidding lets you hit the ground running – no waiting for a learning phase.
Full Visibility & Flexibility
Smart bidding doesn’t always reveal why changes were made. Manual bidding gives you the insight and freedom to tweak bids based on what’s actually working.
Best for Testing & Smaller Budgets
For tight budgets or campaign experiments, manual gives you precision. You can test new keywords, audiences, or creatives without automated guesswork.
Automation Isn’t Always Right
Smart bidding can make poor decisions in niche or competitive markets. Manual keeps you in charge when every click counts.
Our Recommendation:
In short: smart bidding is a helpful tool, but manual bidding is still essential in 2025 when control, transparency, and fine-tuning matter most.
The best results often come from using both approaches strategically knowing when to automate, and when to stay hands-on.
Need a hand setting up the right bidding strategy for your Google Ads campaigns?
We’re here to help! Sprint Digital can help you run smart, data-driven campaigns that maximise your ROI.
