About Maximize conversion value bidding

Note: Starting in June 2026, Google Ads is updating how bidding strategies are labeled. "Maximize conversions with a Target CPA" is changing to "Target CPA," and "Maximize conversion value with a Target ROAS" is changing to "Target ROAS." While the names you see might slightly differ during this transition, the underlying bidding behavior 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 organized for Search campaigns.

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

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

Note: We'll aim to spend your budget to maximize conversion value for your campaigns. If you have a specific ROI goal, use the Target ROAS bid strategy.

On this page

Before you begin

Familiarize yourself with automated bidding.
Before you can use Maximize 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 types of customers, devices, or locations.
For Search and Shopping campaigns, if you recently started reporting conversion value or changed the way conversion value is reported, we recommend you include the new values in the "Conversions" column and wait for 4 weeks or 3 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 Maximize conversion value bidding:

Check your average daily budget amount. If you don't set a target return on ad spend (ROAS), Maximize 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: Maximize 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 Maximize 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 Maximize conversion value bidding strategy is only available for selection if your campaign is eligible.

Maximize conversions bidding vs. Maximize conversion value bidding

Maximize conversion bidding will attempt to generate the most conversions for a given budget, regardless of the value of the conversions.
Maximize 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 Maximize 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.

Our guided troubleshooter can help you identify, explain, and address potential causes of unexpected fluctuations in your Performance Max campaign spending.

Troubleshoot spending

Bid adjustments and Maximize conversion value

Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. Because Maximize conversion value helps optimize 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 Maximize 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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URL: https://support.google.com/google-ads/answer/7684216?hl=en&ref_topic=16431842