What is Google Ads Bidding? Google Ads Bidding is an auction for a particular position on Google search ads that advertisers bid for. As an advertiser, you have to set up the keywords you want to bid for and the maximum amount you’re willing to spend. This is a way to tell your ad publisher (here: Google), the amount you can pay for an ad copy to appear & get clicked (for display & search ads respectively) in comparison to your competitors. How does Google Ads Bidding work? Google lets you set your campaign goals aligned to what matters to your marketing business the