Which Google Ads Bidding Strategy Would You Choose? A PPC Quiz with Real World Examples!

When every ad dollar counts, how you bid can make or break your ROI.

We’ve seen it firsthand: a campaign might hit its conversion goals but fall short on revenue. Or worse — hit revenue targets but at an unsustainable cost. 

With today’s rising CPCs, tighter budgets, and increasingly “intelligent” ad platforms,  selecting the proper Google Ads bidding strategy matters more than ever.

At Greenlane, we believe in making paid media make sense. So instead of a dry blog post, we’re flipping the script and asking you to think. We’ll share some scenarios and challenge you to choose which PPC bidding strategy you think would best help you reach the goal outlined in the example. 

How the Bidding Strategy Game Works

Each scenario below mirrors the types of challenges our clients bring to us every day. 

After reading the situation, pick which Google Ads bidding strategy you think fits best:

1. Max Conversions – Focused on driving the highest number of conversions (great for uniform-value leads).
   
2. Max Conversion Value – Prioritizes the value of conversions, not just quantity.
   
3. Target ROAS (T-ROAS) – Uses conversion value optimization, but with a specific return-on-ad-spend goal to ensure efficiency.
   
4. Target Impression Share – Aims to show your ad in a certain percentage of auctions, ideal for increasing visibility and brand awareness.

Ready? Here we go.

Scenario 1: Feed the Funnel

Carlos runs a subscription-based language learning app. He’s launching a campaign to increase free trial signups. His budget is tight, and he’s okay with users not converting immediately — as long as he can remarket to them later. He wants automation that helps him scale total actions without worrying too much (yet) about value.

Which strategy would you choose?

• A. Max Conversions
• B. Max Conversion Value
• C. T-ROAS

Answer: A. Max Conversions

Carlos is in growth mode. He’s looking for volume, not necessarily high-value customers (yet). A max conversions strategy will help him get as many free trial signups as possible within budget — perfect for early funnel building.

Scenario 2: Value Over Volume

Naomi manages paid search for a boutique home decor store. Her PPC campaigns perform well from a volume standpoint, but she’s noticed a pattern: most conversions are for lower-priced items. She wants to shift the budget toward high-ticket conversions — think custom furniture instead of coasters.

Which Google Ads bidding strategy fits best?

• A. Max Conversions
  
• B. Max Conversion Value
  
• C. T-ROAS
  

Answer: B. Max Conversion Value

Naomi doesn’t just want more conversions — she wants more valuable ones. Max conversion value helps Google prioritize those higher-value transactions, even if total volume dips slightly.

Scenario 3: ROI Pressure Cooker

Deepak leads performance marketing at a travel booking platform. His team needs to grow revenue — but every campaign must meet strict ROI thresholds. They can’t afford to chase big-ticket sales unless they actually deliver profit.

Your pick?

• A. Max Conversions
  
• B. Max Conversion Value
  
• C. T-ROAS

Answer: C. T-ROAS

When every dollar spent needs to return a specific amount, T-ROAS is your go-to. It’s max conversion value with a budget guardrail, ensuring Deepak doesn’t overspend chasing expensive but low-ROI conversions.

Scenario 4: Balancing Growth & Value

Lena manages campaigns for a SaaS company with tiered pricing. She’s under pressure to grow free trial signups and attract customers more likely to convert to higher-tier plans. Her setup includes strong historical data, conversion values, and tracking — but no specific ROAS target from leadership.

Best PPC bid strategy?

• A. Max Conversions
  
• B. Max Conversion Value
  
• C. T-ROAS

Answer: B. Max Conversion Value

Lena wants value and growth — without a strict efficiency constraint. Since she has conversion value tracking in place but no firm ROAS threshold, max conversion value gives her balance without limiting scale.

Bonus Round: Awareness First

Rashid wants to build brand awareness and is running a campaign for branded search terms. He doesn’t have time for daily bid management and wants a simple automated solution. His goal? Visibility.

What strategy works here?

• A. Max Conversions
  
• B. T-ROAS
  
• C. Target Impression Share

Answer: C. Target Impression Share

For awareness-focused campaigns — especially branded search — target impression share helps Rashid show up consistently, without focusing on conversions or ROI. It’s automation that prioritizes visibility.

Final Score: What Your Answers Say About You

• 5/5? You’re ready for an audit and campaign segmentation today.
  
• 3–4? Solid! But it may be time to revisit how your current strategy aligns with your goals.
  
• Less than 3? You’re not alone. Most marketers use suboptimal bidding settings that leave efficiency (and revenue) on the table.

Take Our Expanded Bidding Strategy Quiz!

We’ve got more scenarios to test your bidding strategy chops. Take the quiz below to see how you fare.

Paid Media Bid Strategy with Greenlane Marketing

We’ve helped clients achieve incredible results with Marketplace strategies and PPC restructures. 

Contact us to talk about reaching your Paid Media goals today.