# 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.

URL: https://paidhelm.com/docs/bidding-and-budgets/  
Last updated: 2026-11-01

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:

StrategyWhenParameters

Manual CPCVery small accounts or tight controlOptional enhanced CPC

Maximize clicksTraffic goals, new campaigns without conversionsOptional max CPC cap

Maximize conversionsLead gen with 15+ conversions/monthOptional target CPA

Maximize conversion valueE-commerce with valuesOptional target ROAS

Portfolio strategySeveral campaigns share a targetStrategy 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.