About Maximise conversion value bidding

Note: Starting in 2021, you’ll see optional target fields for new Maximise conversions or Maximize conversion value bid strategies. With an optional target, Smart Bidding will optimise to these goals the same way it would for Target CPA and Target ROAS. Maximise conversions with a set target CPA will behave like a Target CPA strategy does today, and similarly, Maximise conversion value with a set target ROAS will behave like a Target ROAS strategy does today.

You can read more about Changes to how Smart Bidding strategies are organised.

Maximise the total conversion value of your campaign within your specified budget with the Maximise conversion value bidding strategy. This bidding strategy uses advanced machine learning to automatically 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.

Bid adjustments and Maximise conversion value

Bid adjustments allow you to display 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, your existing bid adjustments are not used. There is one exception: You can still set mobile bid adjustments of -100%.

Note: If you switch to Maximise conversion value bidding, you don’t need to remove your existing bid adjustments, because they won’t be used.

Before you begin

Note: This bidding strategy is only available for Search campaigns.

How it works

Using historical information about your campaign and evaluating the contextual signals present at auction-time, Maximise conversion value bidding automatically finds an optimal CPC bid for your ad each time it's eligible to appear. Google sets these bids to help get conversions that are the most valuable for your campaign while spending your budget.

Before switching to Maximise conversion value bidding:

  • Check your average daily budget amount. Maximise conversion value will try to fully spend your average daily budget, so if you’re currently spending much less than your budget, maximise conversion value could increase spend significantly.
  • Check your return-on-investment (ROI) goals. If you have an ROI goal for your campaign, such as a target return on ad spend (ROAS), you may want to add a target ROAS to your bid strategy.

Note: When using Maximise conversions bidding or Maximise conversion value bidding, we recommend that you use tools such as budget simulator and impression share metrics to understand the budget opportunity available on your campaign.

We don’t recommend using the impression share 'Lost IS (budget)' column in Google Ads with Maximise conversions because the column is incompatible with the bid strategy. Maximise conversion or Maximise conversion value bid strategies are designed to spend the full daily budget, and are 'limited by budget' by design as campaigns are considered constrained by the budget that you set. Whereas the budget simulator accounts for this, the 'Lost IS (budget)' column does not currently account for this, and uses a different definition to account for lost impressions.

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