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How Bid Modifiers Are Wasting Your Google Ads Budget
Description
Episode 11 of The Google Ads Podcast digs into bid modifiers in Google Ads. Lucas explains how the common practice of applying blanket device, location, and time-of-day adjustments often destroys campaign efficiency. He uses a concrete example: a retail store that applied a +20% mobile bid modifier and a +25% location modifier without checking segment-level conversion data, inadvertently doubling their cost per acquisition. Luna pushes back on whether bid modifiers still matter with automated bidding, and Lucas walks through a specific audit method using the segment overlay in the Google Ads interface. They also discuss when manual modifiers actually help: peak conversion windows and new inventory launches. If you've ever wondered why your ROAS dropped after you 'optimized' your campaign, this episode offers a clear diagnostic path.