Manual CPC (Cost-Per-Click) is a bidding strategy in Google Ads where you set the maximum amount you’re willing to pay for each click. It gives advertisers full control—unlike automated bidding options that rely on AI.
In this updated guide, you’ll learn:
- What is Manual CPC in Google Ads
- When and why to use it
- Pros and cons
- How to set it up
- Expert tips to succeed with Manual CPC
- Real-world examples
Key point:
You’re in control — Google won’t change your bids unless you do.
When to Use Manual CPC (2025)
Use Manual CPC when you want:
- Full control over keyword bidding
- To run low-budget or local campaigns
- To test new keywords without overpaying
- To focus on leads or conversions, not just traffic
Example:
A moving company in Hyderabad can bid higher on “packers and movers Hyderabad to Bangalore” and lower on generic terms like “moving services.”
Pros and Cons of Manual CPC
Advantages:
- Set bids based on your goals
- Control how much you pay for each keyword
- Avoid unnecessary spending from automated strategies
- Ideal for small or niche campaigns
Disadvantages:
- Requires manual effort and regular monitoring
- No help from Google’s AI to adjust bids
- Can miss out on top positions if bids are too low
- Not efficient for very large campaigns
How to Set Up Manual CPC in Google Ads (2025)
- Log in to your Google Ads account
- Choose or create a campaign
- In the bidding section, select Manual CPC
- Set your default Max CPC bid
- Launch your campaign
- Monitor results and adjust bids regularly
Note (2025):
Enhanced CPC (ECPC) is no longer available. Manual CPC is now 100% manual.
Pro Tips to Win with Manual CPC
- Use bid adjustments (by device, location, schedule)
- Check the Search Terms Report to remove wasteful keywords
- Increase bids for keywords that drive conversions
- Lower bids on low-performing or broad keywords
- Improve Quality Score to lower your actual CPC
Final Thoughts
Manual CPC still works in 2025—especially for advertisers on a low budget who want:
Full control over every click
Better results without overspending
Transparency and precision without relying on AI guesswork
It’s a smart choice for those who want to stretch every rupee and make data-driven decisions manually.
FAQs
What is Manual CPC in Google Ads?
Manual CPC (Cost-Per-Click) is a bidding strategy where you manually set the maximum amount you’re willing to pay for each click on your ads. Google won’t adjust your bids automatically—you stay in full control.
Is Manual CPC still available in 2025?
Yes. Manual CPC is still available in 2025. However, Enhanced CPC (ECPC), which allowed Google to adjust your bids slightly for better conversions, has been removed. Now, all bid adjustments must be done manually.
When should I use Manual CPC instead of Smart Bidding?
Use Manual CPC when you:
- Want full control over your ad spend
- Are working with a low or limited budget
- Are running local or niche campaigns
- Are testing new keywords or ad groups
- Want to learn and optimize manually
What are the benefits of Manual CPC?
- Full control over keyword-level bids
- No overspending due to Google automation
- Ideal for lead-gen and testing-focused campaigns
- Helps stretch small budgets further
What are the disadvantages of Manual CPC?
- Requires manual monitoring and adjustments
- No automated optimization based on conversions
- May miss impressions in competitive auctions if bids are too low
- Not efficient for large accounts with hundreds of keywords
How do I set up Manual CPC in Google Ads?
- Create or edit a campaign
- Choose “Manual CPC” as the bidding strategy
- Set max CPC at the keyword or ad group level
- Monitor and adjust bids based on performance
Can I use bid adjustments with Manual CPC?
Yes. You can still apply bid adjustments based on:
- Device
- Location
- Time of day
- Audience segments
These help you fine-tune performance even without automation.
Does Manual CPC affect Quality Score?
Indirectly, yes. If your ads are more relevant, you can achieve a higher Quality Score, which reduces your actual CPC and improves ad rank. So, better targeting + higher relevance = better ROI.
How often should I monitor Manual CPC campaigns?
At least once or twice a week. Check:
- Which keywords are spending money
- Which are converting
- Which need bid increases or decreases
- What search terms are triggering your ads
Who is Manual CPC best for?
Manual CPC is ideal for:
- Freelancers or consultants managing client accounts
- Small businesses looking for quality leads on a tight budget
- DIY marketers who prefer hands-on control
- Anyone frustrated with Smart Bidding’s performance
Want Help with Manual CPC Bidding?
As a Digital Marketing Expert, I help businesses optimise their accounts and generate more leads within their budget.