Upon coming in the office this morning, I opened up AdWords just like any other day. A message appeared, informing me that there had been some changes to the Enhanced CPC bidding strategy. Instantly, the whole office gathered round to see what Google have been up to this time…

enhanced cpc featured

Firstly, what is Enhanced CPC?

In Google AdWords, there are several different bidding strategies which will automatically adjust your bids according to what Google sees fit. Previously, Enhanced CPC would up your Max CPC bid up to 30% in situations where Google thinks you have a better chance of getting a conversion. It would also “decrease” your Max CPC in situations where Google thinks you have less chance of getting a conversion.

So, what changes have been made?

In Google’s own words “We’re now removing the 30% bid cap to fully account for differences in conversion rates across dimensions like audience and location.” (source: Google Support). Now, the 30% cap has been removed. If people don’t see that Google have these made changes to Enhanced CPC and are using it, they may see a big difference in spend and conversions… not good!

We recommend that anyone using Enhanced CPC reviews their campaigns right away, to ensure your spends/conversions aren’t taking a turn for the worst.

Need help?

Here at Click Convert, we are the UK’s leading independent AdWords Mentoring and AdWords Management agency. We offer free PPC health checks, where one of our PPC Analysts does a full diagnostic check to help you see and understand what is happening in your account. Making sure you completely understand what is happening in your account is very important to us.

Click here to book your free PPC health check today »

Alternatively, send us an email: info@click-convert.co.uk or give us call us today on 0844 478 0999.

John Langley

John Langley


I am the founder of Click Convert, an Award Winning agency, here to deliver great marketing for Small and Medium Businesses. We’ve created over $1.1 billion in sales for clients. We’re one of the top digital marketing companies in America and the UK for small and medium businesses digital marketing. We’re a Google Premier Partner, a Google Top 50 agency and our work was recommended by Google’s CEO in 2020. Outside of family and Click Convert, Cars, Adventure and Pizza are my passion. Our vision is to Inform, Empower and Deliver to help both clients and readers.

Contact The Team