Automation isn’t something to hand over — it’s something to steer. The brands that win with Smart Bidding and Performance Max aren’t the ones who “let the algorithm do its thing”; they’re the ones who structure the inputs so the algorithm optimises toward the right outcome.
Start with the signals
Before touching bid strategies, make sure your conversion tracking reflects real commercial value. Feed the platforms your best data — offline conversions, margin-weighted values, and clean exclusions — and the models have something worth optimising for.
Give structure, keep control
Segment where it matters, consolidate where it doesn’t, and give each campaign a clear job. Then let automation handle the millions of micro-decisions inside those boundaries.