Google's advertising revenue in 2021 was $209 billion. Its overall revenue was $257 billion. Put another way, over 80% of Google's revenue came from Google Ads.
Google continues to make advertising more available and easier to use. Behind that ease of use, algorithms, and machine learning is still a company driven to profit.
If you are unsure whether you have the best bidding strategy in place, you may be spending more than necessary or wasting advertising dollars.
In the past, setting manual CPCs was an easy way to get affordable clicks and remain competitive. As Google has prioritized automation, that has become more challenging. To maximize conversions, you first need enough clicks for your ads to be shown and evaluated. To keep those clicks affordable, set reasonable ceilings and make sure keyword match types are dialed in.
When in doubt and money is tight, working with a specialist on setup can help prevent wasted budget and time.