Google Premier Partner
Meta Business PartnerWhat is the Maximize conversion value strategy?
The Maximize conversion value strategy is a bid strategy within Smart Bidding in which Google Ads spends your budget in a way that makes the total conversion value as high as possible, for example revenue or margin. The system sets the bid in each auction and favors clicks with a higher expected value. Conversions need a value for this.
Why is the Maximize conversion value strategy important?
- Value over volume: an order of €200 counts for more than one of €20.
- Fits online stores: especially useful when order values vary widely.
- Depends on tracking: wrong values lead to wrong bids.
Examples of the Maximize conversion value strategy
- A sporting goods store with a €100 daily budget wants as much revenue as possible.
- A store passes on margin as the conversion value, so Google steers on profit instead of revenue.
- If returns turn out too low, the agency adds a target ROAS later.
How do you use the Maximize conversion value strategy?
Make sure every conversion passes on the right value, preferably margin rather than revenue. Start with this strategy, let the learning phase run and look at your ROAS. If it is too low, consider a target ROAS. Read more about store campaigns at e-commerce stores.