Smart Bidding works well for cosmetic practices with 30 or more conversions per month per campaign. Below that threshold, the algorithm lacks sufficient data to optimize effectively and manual CPC with Enhanced CPC typically performs better. The transition from manual to Smart Bidding should be data-triggered, not time-triggered.
Smart Bidding's machine learning requires conversion data to optimize effectively. The commonly cited threshold is 30 conversions per month per campaign. At this volume, the algorithm has enough signal to identify patterns in who converts, when, on what device, and in what location. Below this threshold, Smart Bidding is essentially optimizing toward noise.
For cosmetic practices with sufficient data, Target CPA bidding (setting a target cost per consultation inquiry) typically outperforms Maximize Conversions bidding. It allows you to set explicit performance targets based on your economics — if a rhinoplasty consultation is worth $100 to acquire, set that as your Target CPA. Maximize Conversions will spend your full budget to get as many conversions as possible, which can lead to inefficient spending during low-intent periods.
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