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How to Create a Maximise Conversion Value Bid Strategy in Google Ads
1) Login to your Google Ads account
2) Navigate to Tools (left-hand-side menu)
3) Open the Budgets and bidding drop-down menu and select Bid strategies
4) Click the "+" symbol and select Maximise Conversion Value
5) Give your Bid Strategy a name
6) Select the campaigns you would like to assign this bid strategy to (optional)
7) Tick the "Set a target return on ad spend" option and input the Target ROAS (optional)
8) Click on "Advanced options" and input the Maximum bid limit (optional)
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Frequently Asked Questions on Creating a Maximise Conversion Value Bid Strategy in Google Ads
What is the Maximise Conversion Value bid strategy?
The Maximise Conversion Value bid strategy uses Google’s machine learning to automatically set bids that drive the highest total conversion value within your daily budget. Instead of focusing on the number of conversions, it prioritizes quality and value, such as higher-order totals or high-value leads.
How do I create a Maximise Conversion Value bid strategy in Google Ads?
Go to your Google Ads dashboard → Campaigns → Settings → Bidding.
Click Change Bid Strategy → Maximise Conversion Value.
Optionally, set a Target ROAS (Return on Ad Spend) if you want Google to optimize for profitability.
Click Save.
Google’s AI will begin automatically adjusting bids to maximize total value, based on conversion data and user intent signals.
When should I use Maximise Conversion Value over Maximise Conversions?
Use Maximise Conversion Value when not all conversions have equal worth — for example, if one purchase generates $300 while another only $30. This strategy focuses on maximizing revenue, not just volume, making it ideal for e-commerce and lead-gen campaigns with variable conversion values.
What are best practices for using Maximise Conversion Value effectively?
Ensure accurate conversion value tracking through your tags or eCommerce setup.
Allow enough historical data (at least 30 conversions in 30 days) for better algorithm learning.
Combine with broad match keywords to give AI flexibility.
Monitor ROAS trends and adjust targets based on profitability goals.
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