How Maximize Conversion Value Works
Google predicts both conversion likelihood and potential value, then sets bids auction by auction. It can run without a ROAS target or, where supported, with a Target ROAS control.
A Simple Example
A retailer may let Google bid more for searches likely to produce a $1,000 order than searches likely to produce a $100 order.
Why Maximize Conversion Value Matters
It aligns bidding with the size or quality of outcomes rather than only the number of conversions.
Common Misreading
Revenue is not always profit. If values ignore margin, cancellations, lead quality or new-customer status, the strategy may favor high-revenue but weak-economics outcomes.
Continue with the practical guide
The glossary gives you the definition. The guide covers implementation and decision-making in more depth.
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