The Google Ads Specialist's Guideline

Pick your roadmap.

Use portfolio when: 2+ campaigns share the same conversion goal, product category, or CPA/ROAS target. The more signals pooled, the better the bidding performance.
Don't use portfolio when: campaigns have significantly different CPA/ROAS targets, or you need to diagnose individual campaign performance without cross-campaign influence.
Portfolio bid caps: You can set a Max CPC cap within a portfolio tCPA strategy — use this when you have hard CPC ceilings (e.g. brand protection, budget constraints). Set the cap at 3–5× your average CPC, not too tight.

Five chapters in the exact order to work them. Choose a section to begin; the back button brings you home anytime.

↺ Google Ads is a loop, not a checklist · re-audit quarterly