How Maximize Conversion Value Bidding Works + Tips

Running ads today is not just about getting clicks; it is about making every click truly count. That is where Maximize Conversion Value bidding comes in. This Google Ads strategy helps you focus your budget on the conversions that bring the most value, giving you a smarter way to grow results without wasting spend.

In this article, we’ll break down what Maximize Conversion Value bidding actually means, how it differs from other bidding strategies like Maximize Conversions and Target ROAS, when it makes the most sense to use it, and how to fine-tune it for the best results.

What Is Maximize Conversion Value Bidding?

Maximize Conversion Value bidding is a bidding strategy in Google Ads that focuses on getting the highest total value from your conversions rather than just increasing their number. 

In simple terms, it tells Google to use your budget to prioritize conversions that are worth more to your business, for example, a higher-priced purchase or a lead with stronger potential. This makes it different from strategies that only aim for more conversions without considering their actual value.

Unlike manual bidding, conversion value bidding uses machine learning to analyze signals such as device type, location, time of day, and user behavior. Google then automatically adjusts your bids in real time to reach the audience most likely to deliver higher-value results. 

By using Maximize Conversion Value bidding, advertisers can make better use of their ad spend, ensuring every dollar is directed toward conversions that truly impact their bottom line.

Read also: How to Set Target CPA Bidding & Tips to Optimize It

Maximize Conversions vs Maximize Conversion Value

Although both are automated bidding strategy options in Google Ads, Maximize Conversion Value and Maximize Conversions serve different purposes. Choosing between them depends on your campaign goal, data setup, and how you define success. Below are the main points that set them apart.

1. Objective Focus: Value vs Quantity

Maximize Conversion Value Bidding focuses on the total value of your conversions. The goal of this bidding strategy is to get the most revenue or value possible from your ad spend. 

It is ideal for advertisers who assign different monetary values to their conversions, such as varying product prices or lead scores, because it tells Google to prioritize actions that generate higher value, even if they occur less frequently.

Meanwhile, Maximize Conversions centers on the total number of conversions, regardless of their value. This conversion-value bidding approach does not account for the value of each conversion. Instead, it aims to deliver as many conversions as possible within your budget.

2. Bid Strategy and Automation Approach

In Maximize Conversion Value bidding, Google’s machine learning analyzes multiple signals, such as device type, time of day, user behavior, and demographics, to determine which clicks are most likely to lead to higher-value conversions. 

This bidding strategy uses advanced automation to balance your bids in real time, optimizing for maximum value rather than just quantity.

On the other hand, Maximize Conversions uses automation more simply. It adjusts bids dynamically to get the most conversions possible within your daily budget. It does not factor in conversion value, so every potential conversion is treated equally. The automation here is straightforward, making it easier to set up but less precise in targeting high-value opportunities.

3. Campaign Management and Complexity

Maximize Conversion Value Bidding requires more data and setup effort. You will need to assign proper values to your conversions, like purchase amounts or lead quality scores. This allows Google’s algorithm to understand which conversions matter most. 

The more accurate your conversion values, the more effectively this conversion value bidding strategy performs. It is best suited for businesses with solid data tracking and clear ROI goals.

In contrast, Maximize Conversions is simpler to manage. You can use it even if you have not assigned specific conversion values. Because it focuses solely on the number of conversions, it is often the go-to bidding strategy for new advertisers or campaigns with limited data.

4. Performance Metrics and Evaluation

With Maximize Conversion Value bidding, performance is measured by total conversion value, in other words, the overall worth of all conversions generated. This helps advertisers see how effectively their campaigns are driving business outcomes.

For Maximize Conversions, success is measured by the number of conversions achieved, such as sign-ups, downloads, or form submissions. It is a simple metric that helps gauge volume-based performance. However, because it does not weigh the value of each conversion, advertisers might gain many low-value conversions without necessarily improving revenue.

Read also: Conversion Rate Optimization: Its Benefits and Strategies

Differences Between Maximize Conversion Value and Target ROAS Bidding

Although Maximize Conversion Value bidding and target ROAS both aim to increase the total value generated from your ads, their core goals and approaches are slightly different. 

Maximize Conversion Value bidding focuses on getting the highest total conversion value within your available budget. It does not aim for a specific return. Instead, it lets Google’s automation use your spend as efficiently as possible to gain maximum value. 

This bidding strategy works best when your goal is broad revenue growth or when you’re still gathering performance data to understand your average return.

Target ROAS, on the other hand, is a more advanced form of conversion value bidding. Rather than simply maximizing total value, it sets a specific return target for your ad spend. For example, earning IDR 5 in conversion value for every IDR 1 spent. Google then adjusts your bids automatically to meet or exceed that target. 

This bidding strategy is ideal for advertisers who already know their profit margins and want to maintain a consistent return, even if that means sacrificing some overall conversion volume.

When to Use Maximize Conversion Value Bidding?

You can use Maximize Conversion Value bidding when your main goal is to focus on quality over quantity, which means you care more about the value each conversion brings rather than just the number of conversions. 

This bidding strategy is ideal for businesses that sell products or services with varying prices, where some conversions contribute more profit than others.

Maximize Conversion Value bidding can be applied to Search, Display, Demand Gen, and Performance Max campaigns.

However, it is not supported for shopping campaigns. If you are running shopping ads, you will need to choose other bidding options, such as Manual CPC, Maximize Clicks, or Target ROAS instead.

How to Optimize Your Maximize Conversion Value Bidding?

To get the most from Maximize Conversion Value bidding, you need to fine-tune how Google interprets and values your conversions. Focus on three key areas: Conversion Value Rules, Device Bid Adjustments, and Conversion Data.

• Conversion Value Rules help customize your bidding strategy by assigning different values based on factors like audience, device, or location. This tells Google which conversions deserve higher priority.
• Device Bid Adjustments let you refine your conversion value bidding across mobile, desktop, and tablet. Use performance insights to ensure your bids reflect where your most valuable conversions happen.
• Accurate conversion data is the backbone of any bidding strategy. Make sure every conversion has a proper value so maximize conversion value bidding can learn effectively and focus on the results that truly matter.

That is all the explanation about Maximize Conversion Value, along with its differences with other bidding strategies in Google Ads. 

If your brand still feels unsure about how to apply Maximize Conversion Value bidding or other bidding strategies effectively, no worry, cmlabs has the right solution for you. 

cmlabs successfully handled campaigns for several well-known brands, including JEC Eye Hospitals & Clinic, helping them achieve stronger, data-driven results through effective conversion value bidding and optimized SEM strategies.

SEM Services by cmlabs are designed to work end-to-end, from visual elements to copywriting to complete SEM strategy development. We also provide SEM services so that businesses can gain a data-driven, efficient bidding strategy tailored to their objectives, budget, and target audience. The cmlabs team will actively monitor, test, and optimize every campaign to ensure your ads perform at their best.

Ready to elevate your digital campaign? Contact us now and let our experts craft a data-driven bidding strategy tailored to your goals, budget, and target audience.

Read also: Understanding SEO vs. SEM in the World of Marketing