What is this Improvement?
Device performance often varies — mobile traffic might convert better than desktop, or tablets may be eating up budget without results. This improvement helps you adjust your bids by device (mobile, desktop, tablet, TV) to make sure your budget goes where it’s working hardest.
We’ll suggest increasing or decreasing bid modifiers at the campaign, ad group, or campaign group level, based on actual performance data.
Why is this important?
Different devices drive different results. Here’s what can happen if device bids are unoptimised:
You’re overpaying for clicks from low-performing devices.
You’re missing out on traffic from high-converting devices.
You’re leaving easy performance wins on the table.
By adjusting bids per device, you improve:
Cost-efficiency (lower CPA, higher ROAS)
Traffic quality
Overall return on ad spend
How does this improvement work?
We analyse recent performance across your campaigns and groups, then:
Highlight high-volume campaigns/ad groups
Detect devices that underperform or outperform
Recommend specific bid adjustments (e.g. +20% for mobile, -30% for tablets)
You’ll see:
Bid suggestions for each device
Performance metrics (cost, conversions, value, etc.)
Warnings for any invalid or risky bid changes
Click Apply Bid Adjustments to push them live directly from the app.
Where do these recommendations apply?
This improvement supports bid adjustments at multiple levels:
Campaign Group
Campaign
Ad Group
We’ll use the most appropriate level based on your account setup and traffic volume.
Smart bidding note:
If a campaign is using Smart Bidding (like Target CPA or ROAS), we won't recommend adjusting bids, because Google handles device modifiers automatically for you.
Technical notes:
The system checks that there’s enough recent data for reliable decisions and looks at performance over various time windows.
Bid changes are only suggested if performance differences by device are clear and stable.
The improvement tracks when bids were last updated to avoid conflicts.
It supports both single and multiple device bid adjustments at different campaign levels.
The process doesn’t change bids automatically — recommendations must be reviewed and applied manually.