What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business? https://www.certificationanswers.com/en/what-bidding-strategy-should-tracy-pizzeria-owner-use-to-get-more-people-to-call-her-business/
Cost-per-thousand viewable impressions (vCPM)
A bidding strategy you choose will depend on many factors, such as your business goals, product type, budget and so on. In this case, the primary goal of the advertiser is to get people to call her business. Keep in mind, that calls can also be considered as acquisitions.
Target CPA is one of AdWords Smart Bidding strategies. It sets bids to help get as many conversions (calls in this particular situation) as possible at the target cost-per-acquisition (CPA) you set. Target CPA uses advanced machine learning to automatically optimize bids and offers.
Keep in mind that you need historical conversion data to use this bidding strategy and place bids based on how much value you get from calls (conversions). Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy.