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How Erdo bids

Google’s automated bidding uses conversion history and a learning status that must be evaluated in context. Thirty conversions per month is not a universal launch requirement. Some strategies and campaign types have specific history recommendations; check those before choosing a strategy. For measurement, review the actual strategy status, conversion history and denominator, conversion delay/cycles, matching offer/geo/language and an agreed measurement window. See Google’s guidance on bid-strategy learning, conversion-based bidding and evaluation. Erdo can put compatible campaigns in one organization’s portfolio bidding strategy — one isolated strategy whose conversion history is evaluated together. Pooling is a reviewable planning choice, not a guarantee of learning or performance, and it does not authorize a budget or live-targeting change. The supported modes are Maximize Conversions, Target CPA, and Target ROAS; Target ROAS takes a positive ROAS target and an optional CPC bid ceiling.

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Where you will see it

You do not configure it. New campaigns launch into the organization’s strategy, and existing ones are moved into it when Erdo proposes promoting them off click-based bidding — both as approval cards you answer, like every other change that moves money. The card names the strategy, and when the change alters the strategy’s own target rather than only the campaign in front of you, it says how many campaigns that reaches:

Retarget portfolio strategy ‘Erdo 2200-brickell — Leads’ to $85.00 CPA — affects 6 campaigns in account 8834039525

That sentence is the point of the card. A target on a shared strategy is a decision about every campaign in it, and a card that named only the new number would be asking you to approve something five campaigns wider than it described. A card that moves campaigns names them, rather than counting them, and it always states the target the campaign will actually be bid to. Joining a pool that already has a target inherits that target, so a card for a campaign joining an $85 pool says$85 even when the change itself sets nothing. In your Google Ads account the strategy appears under Tools → Shared library → Bid strategies, named after your organization.

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What it pools, and what it never pools

It pools the conversions of your campaigns, and only yours. Some Erdo customers still share one legacy Google Ads account with other customers — a bid strategy lives at the account level there, so “pool these campaigns” and “pool two businesses” are one mistake apart. Pooling two businesses would not be a smaller version of the same benefit: it would build one model from two sets of buyers, optimise toward a cost per lead neither business is paying, and leave each one bidding on the other’s evidence. Five things keep that from happening, and none of them is a setting anyone can get wrong:

• Every call is pinned to the account your connection selected, so a call naming another account is refused before it reaches Google.
• The strategy’s name is derived from your organization and is never something a call supplies — it carries your organization’s own identifier, not just its name, so a name freed up by a closed account can never resolve back to the campaigns that used to bid through it. There is no way to name another organization’s strategy, so there is no way to reach one.
• Before anything joins a strategy, Erdo checks that the one it found is really yours — the name and the type both have to match. Anything else is refused with what it found, rather than attaching quietly or building a second pool beside the first.
• Before a campaign is moved into your strategy, Erdo checks the campaign as well as the strategy. A campaign already bidding through another Erdo customer’s strategy is refused by name, and so is a campaign the account does not hold. If that check cannot be completed, nothing is moved and nothing is retargeted — the change is reported as retryable rather than made on an unverified reading.
• A change that moves the shared target says how many campaigns it affects, on the card, before you answer.

Your campaign budgets stay individual throughout. Sharing a bid strategy asks nothing of the budgets, and a shared budget is in fact the thing Google refuses to combine with conversion bidding.

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The measurement window

A bidding change does not erase what Google has already learned, but the weeks after one describe a campaign adjusting to a new setup, and a cost per lead read too soon is weak evidence about the change. Google reports each strategy’s own status, and Erdo’s monitoring reads it alongside the numbers. The fortnight below is Erdo’s policy, not a duration Google sets. Erdo’s monitoring holds every price lever for fourteen days after any bidding change: no bid increase, no bid-ceiling raise, no budget increase on the affected campaigns or on anything sharing their strategy. That includes a brand-new campaign, which starts its bidder from nothing. The fortnight is counted from the moment the change reached Google, not from when it was proposed — a card you answer a week after it was raised starts the window on the day you answered, and a card you decline starts no window at all. Decreases, pauses, negative keywords, copy work and keyword work all continue — the hold is one-directional, and it is the same shape as the hold that applies while a campaign’s search terms are the binding problem. Each run says which proposals the window held and when it lifts, so a quiet run never has to be read as “nothing was worth doing”. Once the agreed measurement window closes, Erdo may propose a target cost per conversion from the pool’s observed evidence, including its denominator and conversion delay/cycles. Any strategy or budget change remains approval-gated; the existing review policy limits tightening to at most 15% every fortnight, and only while lead volume holds. That limit is our policy. A conversion count alone does not establish that the result is meaningful. If the change is plainly failing rather than learning — cost per conversion more than half again what it was, on well under half the clicks — Erdo does not wait out the window. It proposes a target immediately, cites the decision it is responding to, and puts both pairs of numbers on the card so you can see why it intervened early.

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