Maximize conversion value

Maximize conversion value is a Google Ads Smart Bidding strategy that helps you get the most conversion value from your budget.

By Berend Vrakking, founder of Product Metrics. Updated 7 October 2026.

Example

Two outcomes for the same budget
Outcome	Conversions	Conversion value	Preferred by
A: ten small orders of €40.00	10 orders	€400.00	Maximize conversions
B: six larger orders of €90.00	6 orders	€540.00	Maximize conversion value

Maximize conversions aims for the most conversions, whatever they are worth. Maximize conversion value aims for the most value, so it prefers B. Illustrative data.

For one product, and for an account

The strategy uses your past performance and contextual signals to set a bid each time your ad can appear, and it may bid higher for auctions that would bring more conversion value. ‘Value’ means whatever you send as conversion value, so revenue and profit lead to different bids.

You can set a target ROAS on it, and then it behaves like a Target ROAS strategy; Google Ads Help notes that from June 2026 Google Ads labels that combination “Target ROAS” in Search campaigns. Leave the target off and it tries to fully spend your average daily budget, which could raise spend if you currently spend much less than your budget.

One strategy covers a whole campaign, so one target has to suit products with very different margins. Product Metrics leaves campaigns, budgets and bids alone; it adds each product’s segment, one of six, as a custom label, so you can split campaigns or asset groups by it.

Common mistake

Switching it on without a target when your margin needs a minimum return. Untargeted, it is a very diligent way to spend the whole budget, whatever comes back.

Questions

What is the difference between Maximize conversions and Maximize conversion value?

Maximize conversions goes for the most conversions for a given budget, regardless of their value. Maximize conversion value goes for the most conversion value from that budget.

Is Maximize conversion value better than Target ROAS?

It depends on whether you have a return to hit. Google Ads Help advises Target ROAS if you have a specific return goal, and Maximize conversion value with a target set behaves like Target ROAS anyway.

What do I need before I can use Maximize conversion value?

Conversion tracking with transaction-specific values. Google Ads Help says you define the value to maximise, such as sales revenue or profit margins, when you set up conversion tracking.

Sources

Keep reading

Conversion valueThe number this strategy tries to maximise.
Smart BiddingThe family of automated bid strategies it belongs to.
Set a target ROAS from your marginChoose the target to add to it.
Break-even ROAS calculatorFind the return each product needs to break even.
Product SegmentationSee each product in one of six segments, by volume and return.