ScowttHelp Center

For Ad account admins · Updated Oct 20, 2026

Recommended bid strategies

Scowtt's signal works best with value-based bidding, where the ad platform bids toward the value of each conversion rather than the number of conversions.

By platform

PlatformRecommended setup for the Scowtt test arm
Google AdsA value-based bid strategy, with the Scowtt Custom Goal applied so the campaign optimizes only on Scowtt Conversion Value
Meta (website campaigns)Advantage+ Sales, with the performance goal set to Maximize value of conversions
Meta (lead form campaigns)Leads campaign, with the performance goal set to Maximize number of qualified leads

Your control arm keeps its existing bid strategy, so the conversion signal is the only difference between the two.

Target ROAS

If your campaign uses a target ROAS, your Scowtt team keeps the values Scowtt sends in line with that target, so bidding stays stable. Target ROAS is a setting, not a result. Actual performance is measured with purchase ROAS or the outcome agreed for your pilot.

When to change bid strategies

  • Your team sets up the test campaigns during the Prepare stage, with guidance from Scowtt, and they go live together with your Scowtt team.
  • Avoid other major changes during the learning period.
  • Raise budgets in steps rather than all at once.
Set up your Google Ads test campaignYour test campaign bids toward Scowtt's predicted value using a custom conversion goal. Do this after the Scowtt Conversion Value action appears in your account. The same setup applies to Search campaigns, as well as Performance Max and Demand Gen.Set up your Meta test campaignThe Meta pilot is an A/B test with the same budget and the same creative. The only difference between the two arms is the conversion signal. Your team sets this up during the Prepare stage, with guidance from Scowtt.ROASROAS, or return on ad spend, is the value generated for every dollar spent on ads. In Scowtt conversations, it can mean three different things, so it helps to know which one is being discussed.Learning periodsWhenever a campaign starts using a new conversion signal, the ad platform needs time to learn from it. This learning period is normal, and results often move around while it happens.
Recommended bid strategies · Help Center