Unpopular opinion: high ACoS isn’t always bad. Same keyword. Same ACoS. One camp
By Elizabeth Greene Junglr · October 29, 2026 · Curated by George's Blog
Unpopular opinion: high ACoS isn’t always bad.
Same keyword. Same ACoS.
One campaign, I leave it alone.
The other, I cut the bid.
Exact match ranking campaign?
Higher ACoS target on purpose. That keyword has a job. I’m paying for order velocity so the product climbs organically.
I’m buying rank.
Auto campaign?
No ranking job. Low bid. Built for longtail and cheap clicks once the product has momentum.
High ACoS there is just bleeding.
Different bucket. Lower target. Bid comes down.
Run one ACoS target across the whole account and the algorithm cuts the bid on your ranking keyword too.
You end up starving the exact thing you meant to pay for.
ACoS means nothing until you know the keyword’s job.
Agree or disagree? 👇