It has been long assumed that cognitive control processes can only be applied on consciously visible stimuli, but empirical evidence is contradictory. In the present study, we investigated strategic adaptation to conflict both in unmasked and in low-visibility masked trials. Using a paradigm derived from the Stroop task, we studied the application of strategies, but also the transfer of a strategy developed in unmasked trials to masked trials, and the trial-to-trial dynamics of strategic processing. In unmasked trials, we found evidence of strategic adaptation to conflict, both in reaction times and in ERPs (N2 and P300). In masked trials we found no evidence of behavioral adaptation to conflict, but a modulation of the P300 was present in masked trials included in unmasked blocks, suggesting the existence of a transfer of strategy. Finally, trial-to-trial analyses in unmasked trials revealed a pattern suggestive of dynamic subjective adherence to the instructed strategy.