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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 strategies — isolated pools whose conversion history is evaluated together. Maximize Conversions and Target CPA use the organization’s — Leads pool; Maximize Conversion Value uses its separate — Lead value pool. 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, Maximize Conversion Value, Target CPA, and Target ROAS. Maximize Conversion Value accepts an optional Target ROAS; Target ROAS takes a positive target and optional CPC bid ceiling. For lead-generation campaigns, Erdo keeps each outcome distinct inside the development’s campaign goal: a visitor opening the lead form, tapping the phone number on the page, submitting a lead, and a later upload confirming that lead as qualified. A phone tap is secondary too, and only exists where the page shows a phone number. A form open is secondary and never shares the submitted-lead conversion target. If an existing form-open or phone-tap action in your account is primary, Erdo asks you to approve making it secondary before using it, so other campaigns stop bidding on it. Its value is set only from the observed unique visitor rate from opening the form to submitting a first lead, using a complete 30–90-day window. If that rate cannot be measured, Erdo leaves the optional form-open signal unarmed. The submitted lead receives a base optimization value, and a qualified lead is valued at three times that base. A phone tap is valued at half the base, because a tap does not always become a call. The form-open value is the base multiplied by the observed open-to-lead rate, bounded between 1% and 25% of the base. These values help Google compare outcomes; they are relative optimization weights, not revenue or a prediction of money earned. Maximize Conversions in the — Leads pool is the launch default when the form-open rate is not yet armed or lacks trustworthy evidence. Once Erdo has a measured open-to-lead rate, a campaign with fewer than about 15 submitted-lead conversions in the latest 30 days can move individually to Maximize Conversion Value in the separate — Lead value pool, before qualified uploads arrive. The low-valued form-open signal supplies earlier feedback while submitted leads retain their base value. A healthy campaign at or above that volume stays on Maximize Conversions until qualified lead uploads are arriving, then Erdo reviews moving it individually to Maximize Conversion Value. Each move names that campaign and leaves the existing value pool and its other members unchanged; Erdo does not retarget a healthy pool as part of the move. It omits a Target ROAS target by default while a campaign has fewer than 15 submitted-lead conversions in the latest 30 days. That 15-lead line is Erdo’s policy heuristic, not a Google requirement. Any target remains approval-gated and is based on the campaign’s observed values and lead volume. Conversion goals follow the development and outcome, not each campaign’s country, language or theme. Campaigns for the same lead-submit outcome share the same development-owned action set. Distinct outcomes, such as independently qualified leads, keep separate actions and goals. Erdo’s monitors report goal differences for human review and do not change a performing campaign’s goal as a side effect of a new launch.

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Where you will see it

You do not configure it. New campaigns launch on Maximize Conversions in the organization’s — Leads pool when the form-open rate is unarmed or unverified. Existing campaigns can be moved off click-based bidding through an approval card. A low-volume campaign with a measured open-to-lead rate can move into the separate Maximize Conversion Value — Lead value pool before qualified uploads arrive. Healthy campaigns stay on Maximize Conversions until qualified-lead uploads arrive, then Erdo may propose moving one named campaign at a time. A move does not change the value pool’s target or the configuration of campaigns already in it. 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, each strategy appears under Tools → Shared library → Bid strategies. Its name includes your organization and ends in — Leads or, for Maximize Conversion Value, — Lead value.

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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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