Device and location bid adjustments can multiply with other eligible bid adjustments, but the exact rules depend on the ad platform. In Google Ads, distinct eligible adjustment types typically compound, while overlapping geographic targets use the most specific location. Microsoft Advertising also multiplies applicable criteria, but has its own geography, device, and automated-bidding rules. “Over time” means these settings can shape bids across eligible auctions; the percentages do not progressively accumulate from day to day.
What it means for bid adjustments to compound
A bid adjustment changes how a platform applies a base bid to an eligible search or auction. In multiplier form, a +20% adjustment means multiplying by 1.20; a -50% adjustment means multiplying by 0.50. When distinct eligible criteria apply to the same auction, their multipliers may be applied in sequence. This is bid calculation, not a promise of more conversions, a lower cost per acquisition, or improved return on investment.
As an Amazon Associate I earn from qualifying purchases.
Google Ads Help describes multiple campaign adjustments as “typically multiplied together,” while Microsoft Learn says the base bid is adjusted by the multipliers for each applicable criterion type. The platforms’ exceptions matter as much as the arithmetic: overlapping locations do not simply stack, and automated bidding can change whether manual modifiers affect the bid.
The Tool Desk
Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →How Google Ads combines device and location adjustments
Distinct eligible adjustment types multiply
Google Ads’ example starts with a $1.00 maximum cost-per-click bid, applies a +20% California location adjustment, then a -50% Saturday schedule adjustment. The calculation is $1.00 × 1.20 × 0.50 = $0.60. That is a platform-published illustration of the bid math, not a performance result. A corresponding formula is effective bid = base bid × (1 + location adjustment) × (1 + schedule adjustment). Use the multiplier for each applicable adjustment, and apply Google’s limits and precedence rules rather than assuming every setting stacks.
#1 Best Overall
Overlapping locations use the most specific target
Google does not multiply adjustments for nested geographic targets that both match the same user. If France has a +50% adjustment and Paris has +100%, Google says the Paris adjustment applies to traffic from Paris. This is geographic precedence, not an additional location multiplier.
Device settings have a campaign/ad-group precedence rule
When a device adjustment is set at both campaign and ad-group level for the same device, Google uses the ad-group adjustment. The exception is a campaign-level -100% device adjustment: it prevents the ad-group adjustment from applying.
Ranges and combined limits
Google Ads Help documents device adjustments from -100% to +900% and location adjustments from -90% to +900%. Combined adjustments are capped at a +900% increase, with a minimum combined adjustment of -90%. These are Google Ads platform settings, not universal advertising limits; check the current help page and account interface before changing live campaigns.
How Microsoft Advertising combines criteria
Applicable criteria multiply
Microsoft Learn illustrates a $1.00 base bid with a +20% Saturday adjustment and a +30% Seattle adjustment: $1.00 × 1.20 × 1.30 = $1.56. Microsoft says calculated bids are rounded to two decimal places. The $1.56 is a published calculation example, not evidence that the modifiers improve campaign results.
Geographic overlap uses the most refined criterion
Microsoft does not combine overlapping country, state, metro, and city targets as though each were a separate multiplier. Its guidance says the most refined geographic criterion applies. Therefore, distinguish a location adjustment from a different eligible criterion, such as a schedule adjustment: the former can take precedence over a broader location target, while distinct criteria may multiply.
Location intent affects eligibility, not the math
Microsoft’s API guidance distinguishes location criteria from location intent. Default intent can include people who are in, searching for, or viewing pages about a location; the PeopleIn option restricts targeting to people physically in the target. This determines which users qualify for a location target. It is separate from how the resulting adjustment multiplier is calculated.
Google Ads and Microsoft Advertising compared
| Question | Google Ads | Microsoft Advertising |
|---|---|---|
| Do distinct eligible criteria compound? | Typically multiplied; Google’s published example combines location and schedule adjustments. Google Ads Help | Applicable criterion multipliers are applied to the base bid; Microsoft’s example combines schedule and location. Calculated bids are rounded to two decimal places. Microsoft Learn |
| What happens with overlapping geographic targets? | The most specific location applies; nested location adjustments do not stack. Google Ads Help | The most refined geographic criterion applies rather than combining country, state, metro, and city targets. Microsoft Learn |
| How do campaign and ad-group device adjustments interact? | The ad-group adjustment controls for the same device, except a campaign-level -100% adjustment prevents it from applying. Google Ads Help | Not stated in the cited Microsoft guidance. Microsoft Learn |
| What is documented about automated bidding? | Manual modifiers generally are unsupported for conversion-oriented Smart Bidding strategies, subject to documented device exceptions. Google Ads Help | Device adjustments are considered with automated bidding for auction-level decisions. Microsoft Learn |
What changes under automated bidding?
Google Smart Bidding
Google says strategies such as Target CPA, Target ROAS, Maximize conversions, and Maximize conversion value set bids toward the selected goal, so manual bid adjustments generally are not supported. Google documents device-related exceptions, including -100% device exclusions; a device adjustment with Target CPA changes the target. Ad schedules can still restrict when ads are eligible to serve even when a manual schedule bid modifier is not used. Check the strategy-specific rules in Google Ads Help before relying on a manual adjustment.
Microsoft automated bidding
Microsoft’s API guide says device adjustments are considered and combined with automated bidding for auction-level decisions. That platform-specific statement should not be assumed to describe Google Smart Bidding, whose documented treatment differs.
How to inspect settings before changing bids
- Confirm the platform, campaign type, and bid strategy. A modifier’s effect depends on which platform and strategy are in use; in Google Ads, verify whether Smart Bidding applies.
- Review the actual targeting and adjustment levels. In Google Ads, location adjustments are campaign-level, while device adjustments may be set at campaign or ad-group level. Google Ads Search adjustment information is available in tables such as Locations and “When and where ads showed.”
- Resolve location overlap before calculating. Identify the most specific matching geographic target rather than multiplying nested locations together. For Microsoft campaigns, check location intent as well as the location criterion.
- Calculate only applicable distinct criteria. Convert each percentage to its multiplier, then multiply those that the platform allows to apply together. Respect platform caps and precedence rules.
- Compare segmented performance and business value before raising a modifier. The documented mechanics establish how bids are adjusted, not an optimal increase or a guaranteed performance improvement.
For programmatic Google Ads management, the API documentation describes bid modifiers as multipliers applied to a base bid and outlines the relevant modifier operations: Manage bid modifiers. Verify current campaign and account settings in the platform before relying on an API or interface calculation.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
