Reference
Bidding strategies and budgets
Changing daily budgets, setting bid strategies (manual CPC, maximize clicks, maximize conversions with target CPA, maximize conversion value with target ROAS, portfolio) and pacing checks with PaidHelm.
Budgets
alterar_orcamento sets a campaign's daily budget in the account currency. Google may spend up to twice the daily budget on a given day but never more than the monthly cap (daily × 30.4). Shared budgets are reported through campaign_budget and changed with executar_operacao_avancada.
Which campaigns are pacing above 110% of their monthly budget? For each, show spend to date, days left and the daily budget that would land exactly on target.
Bid strategies
definir_estrategia_lance switches a campaign between:
| Strategy | When | Parameters |
|---|---|---|
| Manual CPC | Very small accounts or tight control | Optional enhanced CPC |
| Maximize clicks | Traffic goals, new campaigns without conversions | Optional max CPC cap |
| Maximize conversions | Lead gen with 15+ conversions/month | Optional target CPA |
| Maximize conversion value | E-commerce with values | Optional target ROAS |
| Portfolio strategy | Several campaigns share a target | Strategy ID from listar_estrategias_portfolio |
Changing strategy resets learning. The assistant will warn you and suggest changing targets gradually (10–20% steps) rather than switching strategies when a campaign is already converting.
Routine checks
- Campaigns "Limited by budget" with CPA below target: raise budget.
- Target CPA far below actual CPA for 2+ weeks: loosen the target.
- Campaigns on Maximize clicks that now have 30+ conversions: move to Maximize conversions.