u/BrownieTB

Say, I'm running a Maximise Clicks campaign (B2B Lead Gen) in which there are keywords which cost about $20 and are relatively high in volume, but convert frequently enough to warrant the expenditure. However, there are also $50 keywords which are much less voluminous but 4-5x as likely to convert.

In order to minimise CPCs, should I separate these keywords into two campaigns each with an appropriate maximum CPC, or should I put them both in the same campaign with a max CPC of $50 and let the algorithm do its thing?

I'm running a B2B lead gen campaign in an industry with such low volumes in terms of clicks and conversions that smart bidding is simply not feasible. We've got a tight budget (100-, a day) with converting clicks costing between 25-, and 50-, on average. While I'm able to generate good ROI using a tight list of exact keywords and proactive negative keyword usage, I'm not sure whether I'd be able to achieve greater success using either max clicks or manual CPC.

Manual CPC *seems* logical here, but I've read a lot of recent anecdotes indicating that manual CPC is no longer the way to go for accounts like mine, and that maximise clicks performs surprisingly well.

The idea here is to either go with manual CPC, or roll with maximise clicks and a 50-, max CPC on high-intent keywords. Which option would you say is preferable?