If you’ve been running a steady-performing Google Ads campaign with Maximize Conversions and suddenly decided to switch to Manual CPC, only to see your results tank — you’re not alone.
One of my audience members, running ads for a SaaS product targeting restaurant and café owners, faced the exact same issue. Here’s what happened — and more importantly, how to fix it.
🚨 The Problem
The advertiser switched from Maximize Conversions (which was bringing in consistent leads) to Manual CPC while increasing the budget to $100/day.
Results?
- One ad group started getting more clicks… but zero conversions
- Another ad group stopped getting impressions altogether
- Now they’re stuck wondering: What went wrong?
🧠 Why Manual CPC Often Fails
Manual CPC gives you control over bids — but at a cost. You lose Google’s ability to optimize for conversions in real-time. So while you might get more clicks, those clicks often lack quality or intent.
📉 Clicks ≠ Conversions
Especially in competitive niches like SaaS or local services, clicks without conversion data can quickly drain your budget.
✅ What You Should Have Done Instead
If you really wanted to change your bidding strategy, here’s what I recommend:
1. Stick to Smart Bidding
If Maximize Conversions was working, don’t fix what isn’t broken.
But if you want to take control, use:
- Maximize Conversions with a Target CPA
- Target Impression Share (for visibility goals)
These strategies keep optimization in place while giving you more control.
2. Check Your Ad Position
Look at your average ad rank before and after the switch. Dropping to lower positions can kill both visibility and conversions.
3. Review Your Search Terms
Are you monitoring the actual queries triggering your ads?
➡️ Add negative keywords
➡️ Remove irrelevant traffic
➡️ Protect your budget
Many advertisers miss this step, especially when shifting to Manual CPC.
4. Use Retargeting Campaigns
If you’re losing converting traffic, remarket to those visitors. Retargeting with Display or Search can help reclaim missed opportunities.
5. Leverage Ad Assets
Make sure you’re using all relevant ad extensions:
- Sitelinks
- Callouts
- Structured snippets
- Price extensions
- Location and reviews (if applicable)
These improve CTR and Quality Score, which can help lower CPC and boost conversions.
6. Analyze Competitor Activity
Sometimes your performance drop isn’t about you — it’s about the competition.
Check:
- Auction Insights
- Impression Share Trends
- New entrants in the market
React smartly with better offers, creative, or bidding strategies.
🔁 My Final Recommendation
Revert back to Maximize Conversions.
Manual CPC in this case was a step backward — and it’s not a strategy I recommend unless you have very specific testing data.
Let the campaign stabilize for a few days under Smart Bidding, then optimize further based on results.
📌 Need Help With Google Ads?
If you’re stuck in a similar situation or unsure how to optimize your bidding, creatives, or campaign structure — I offer audits, setups, and full management services.
📩 Hire Me Here or check the link in the video description.
