About Maximise conversion value bidding

Note: Starting in June 2026, Google Ads is updating how bidding strategies are labelled. 'Maximise conversions with a target CPA' is changing to 'Target CPA' and 'Maximise conversion value with a target ROAS' is changing to 'Target ROAS'. While the names you find may differ slightly during this transition, the underlying bidding behaviour remains exactly the same. You won't need to take any actions in your account as a result of these changes.

Learn more about changes to how Smart Bidding strategies are organised for search campaigns.

Maximise conversion value bidding is a Smart Bidding strategy that helps you get the most conversion value from your budget. Learn how maximise conversion value bidding works, its benefits and setup requirements for Search and Demand Gen campaigns.

The maximise conversion value bidding strategy uses advanced AI to optimise and set bids. It also offers auction-time bidding capabilities that tailor bids for each auction. You define the value that you want to maximise, such as sales revenue or profit margins, when you set up conversion tracking for your account.

Note: Campaign spending is optimised to help drive the highest possible conversion value within your budget. If you have a specific ROI goal, use the target ROAS bid strategy.

On this page

Before you begin
How it works
Eligibility for Demand Gen campaigns
Maximise conversions bidding vs maximise conversion value bidding
Create a maximise conversion value bid strategy
Bid adjustments and maximise conversion value

Before you begin

Familiarise yourself with automated bidding.
Before you can use Maximise conversion value bidding, you’ll also need to set up conversion tracking with transaction-specific values.
You can adjust your conversion values with conversion value rules for higher-value customer types, devices or locations.
For Search and Shopping campaigns, if you recently started reporting conversion value or changed the way conversion value is reported, it’s recommended that you include the new values in the 'Conversions' column and wait for 1–2 conversion cycles for your campaign to receive conversion values at a similar rate before adopting.

Note: This bidding strategy is only available for Search, Shopping and Demand Gen campaigns.

How it works

Google sets these bids to help get conversions that are the most valuable for your campaign while spending your budget.

Maximize conversion value bidding uses your past performance and evaluates contextual signals to find the best bid each time your ad can appear. Google sets these bids to help get the most valuable conversions for your campaign by spending your full daily budget.

Before switching to maximise conversion value bidding:

Check your average daily budget amount. If you don't set a target return on ad spend (ROAS), maximise conversion value tries to fully spend your average daily budget. If you currently spend much less than your budget, this strategy could significantly increase your spend.
Check your return on investment (ROI) goals. If you have an ROI goal for your campaign, such as a target ROAS, you may want to switch to a target ROAS bid strategy.

Note: The maximise conversion value strategy with a set target ROAS will behave like a target ROAS strategy. Learn more about target ROAS bidding.

Eligibility for Demand Gen campaigns

To be eligible for maximise conversion value bidding for demand gen campaigns, you must meet the minimum conversions required. You should have either of the following Demand Gen conversion values:

At least 50 Demand Gen conversions with value within the past 35 days, including a minimum of 10 conversions with value within the past 7 days.
At least 100 conversions with value across all Demand Gen campaigns within the past 35 days.

Note: The maximise conversion value bidding strategy is only available for selection if your campaign is eligible.

Maximise conversions bidding vs maximise conversion value bidding

Maximise conversion bidding will attempt to generate the most conversions for a given budget, regardless of the value of the conversions.
Maximise conversion value bidding will attempt to generate the most conversion value for a given budget. It may bid higher for auctions that would result in greater conversion value than auctions with lower conversion value.

Create a maximise conversion value bid strategy

You can create a Maximum conversion value bid strategy for a single campaign (standard strategy) or multiple campaigns (portfolio bid strategy) in the following ways:

Create with a new campaign.
Create or change from campaign settings.
Create from the 'Bid strategies' page.

To create a bid strategy, read Set up Smart Bidding.

Bid adjustments and maximise conversion value

Bid adjustments allow you to show your ads more or less frequently based on where, when and how people search. Because maximise conversion value helps optimise your bids based on real-time data, the strategy doesn't use your existing bid adjustments. There's one exception: You can still set device bid adjustments of -100%.

Note: If you switch to maximise conversion value bidding, you don’t need to remove your existing bid adjustments, because the automated system bypasses active bid adjustments.

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