When you get into the bidding section, Google will recommend you to focus on clicks. It will never be a good bidding strategy for most businesses. Why is it so bad? Clicks are not a key metric that we should focus on, and it is not important to what is the good of advertising. We should focus on the metrics that impact our profits such as conversion rate or conversion values. When Google offers you this Maximize Clicks bidding strategy, it means that Google is going to try to get the maximum amount of clicks for your daily budget. Spend is capped at the campaign daily budget. If it's the very beginning of a campaign, and your client really wants a lot of data to see certain behavioral objectives without worrying about the cost per clicks. It might be helpful. It is very important to understand how much you want to pay for a click, and it is very important to take control of your campaign by yourself instead of letting Google control it.