Google has rolled out a notable update to Google Ads that will be welcomed by PPC professionals who value control over their bidding strategy.
Manual CPC bidding — where advertisers set maximum cost-per-click bids themselves — has historically been difficult to access during campaign setup. It was previously hidden behind additional menus and framed as a “not recommended” option, making it less visible to advertisers who actively wanted to use it.
That has now changed.
What’s Changed in Google Ads?
Google Ads has made Manual CPC easier to access during campaign creation. The option to manually set bids is now visible much earlier in the setup process, appearing directly within the bidding section rather than being buried under advanced settings.
This change has several important implications:
- Improved usability for experienced advertisers
PPC professionals can now select Manual CPC without navigating around automated bidding prompts. - Greater flexibility for new or low-data campaigns
Accounts without sufficient conversion data can more easily start with manual bidding before transitioning to automation. - Clear recognition of diverse bidding needs
While Google continues to invest heavily in automation, this update reflects the reality that manual bidding still plays an important role in many strategies.
Why Manual CPC Still Has a Place
Manual CPC remains a valuable bidding approach for advertisers who want direct control over spend and performance. It allows marketers to decide exactly how aggressively to bid on specific keywords, helping align budgets with commercial priorities.
Manual CPC can be particularly effective when you:
- Launch new campaigns or keywords with little historical data
- Need strict control over CPCs to manage budget efficiency
- Operate in niche or highly competitive markets
- Want hands-on oversight during testing or restructuring phases
By making Manual CPC more visible, Google Ads now enables advertisers to choose a bidding strategy that genuinely suits their objectives, rather than defaulting to automated recommendations.
Manual CPC vs Automated Bidding
Both manual and automated bidding strategies can be effective when used correctly.
- Manual CPC works well when control, testing, or data limitations are the priority.
- Automated bidding strategies such as Maximise Conversions or Target CPA often perform best once enough conversion data is available for optimisation.
The key is selecting the right approach at the right time — and being able to change strategy as performance data evolves.
What This Means for Advertisers
This update makes campaign setup more transparent and flexible. Advertisers can now adopt Manual CPC earlier, use it strategically, and transition to automation when the account is ready — rather than being pushed into automated bidding prematurely.
For businesses and PPC managers alike, easier access to Manual CPC supports better decision-making and more tailored Google Ads strategies.