Cost per click (CPC): This is the most common bidding type in Google Ads, where businesses pay for each click on their ads. With this bidding type, businesses can set a maximum CPC bid for each keyword, and Google Ads will automatically adjust the bid to help the ad achieve the best possible ad position while staying within the specified budget.

Cost per impression (CPM): With this bidding type, businesses pay for every thousand impressions of their ad. This type of bidding is useful for businesses looking to increase brand awareness or reach a large audience.

Cost per acquisition (CPA): This bidding type is focused on driving conversions, such as sign-ups or purchases. Businesses can set a target CPA and Google Ads will automatically adjust the bid to maximize conversions while staying within the specified budget.

Target return on ad spend (ROAS): With this bidding type, businesses set a target ROAS, and Google Ads will automatically adjust the bid to maximize revenue based on the target ROAS.

Enhanced cost per click (ECPC): With ECPC, Google Ads automatically adjusts the CPC bid based on the likelihood of a click leading to a conversion. This bidding type is useful for businesses looking to optimize their ad campaigns for conversions

Maximize conversions: With this bidding type, Google Ads automatically sets bids to maximize the number of conversions for the specified budget. This is useful for businesses looking to increase their conversion rates and drive more sales or leads.