Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?

Sara should use Cost-per-acquisition (CPA) bidding if her goal is to get more people to call her local catering business. CPA, often implemented as Target CPA in Google Ads, uses advanced machine learning to automatically optimize bids and find the most efficient cost for each conversion. In Sara's scenario, a phone call from a potential catering client is a high-value acquisition. By setting a CPA goal, the bidding algorithm analyzes real-time signals—such as time of day, location, and device—to place Sara's ads in front of users most likely to pick up the phone. This strategy shifts the focus from simple traffic (clicks) to tangible business results (leads). For a local service provider like a caterer, where direct communication is vital for closing sales, CPA ensures that the marketing budget is spent specifically on driving those critical customer interactions rather than just generating passive visibility or website visits.