What Is Maximize Conversion Value in Google Ads (And Why It’s Not Just for Ecommerce)

There is a moment in every Google Ads account when volume stops being the real problem. You are getting conversions, leads are coming in, and the account looks healthy on the surface. Then someone asks the uncomfortable question. Which of these conversions are actually worth the most?

That is where maximize conversion value enters the picture.

This bidding strategy is often explained as an ecommerce tool, then quietly ignored by everyone else. That is a mistake. Used correctly, it can change how an account grows. Used blindly, it can optimize your way into worse performance while numbers look great.

Let’s break down what maximize conversion value really is in Google Ads, how it behaves in real accounts, and when it actually makes sense to turn it on.

What maximize conversion value actually means

Maximize conversion value is an automated bidding strategy that tells Google one thing. Spend my budget in a way that generates the highest total conversion value possible.

Not the most conversions. Not the cheapest conversions. The most value.

Instead of treating every conversion the same, Google looks at the values attached to those conversions and prioritizes traffic that is more likely to produce higher value outcomes.

If one conversion is worth five times more than another, the system will gladly trade volume for value.

How this is different from maximizing conversions

This is where many advertisers get tripped up.

Maximize conversions treats every conversion as equal. A low quality lead and a high quality sale count the same unless you intervene elsewhere.

Maximize conversion value does the opposite. It assumes not all conversions are created equal and adjusts bids based on expected value, not just likelihood of conversion.

That difference changes how traffic is acquired, how budgets are spent, and how performance should be evaluated.

Why conversion values matter more than people think

Conversion values are not just an ecommerce thing. They are a way of telling Google what success actually looks like.

For ecommerce, this is straightforward. Revenue is the value.

For lead generation, values can represent relative importance. A demo request might be worth more than a newsletter signup. A qualified lead might be worth more than a basic form fill.

Without values, Google can only optimize for volume. With values, Google can optimize for outcomes that matter more to the business.

How maximize conversion value behaves in your account

Once enabled, maximize conversion value becomes selective.

You may see fewer total conversions. You may see higher CPCs. You may see traffic shift toward users, queries, or products that historically produce higher value.

This is where trust becomes important. The strategy is doing exactly what you asked, even if it feels uncomfortable at first.

If values are accurate, total conversion value usually increases over time. If values are sloppy or misleading, the system confidently optimizes toward the wrong thing.

When the maximize conversion value bidding strategy makes sense

Maximize conversion value works best when three conditions are true.

First, conversion tracking is solid. Google needs reliable signals to learn from. Missing data or inconsistent tracking weakens the strategy quickly.

Second, conversion values actually mean something. If values are arbitrary or all set to the same number, there is nothing for the algorithm to prioritize.

Third, the business cares more about quality than sheer volume. If revenue, deal size, or lead quality matters more than raw counts, this strategy aligns well.

Ecommerce accounts are the obvious fit, but B2B, services, and even local businesses can benefit when values reflect real business impact.

When maximize conversion value is usually a bad idea

This strategy struggles when values are guessed, inflated, or static.

If every conversion is assigned the same value just to unlock the strategy, you are better off using a different bidding approach. Google cannot optimize value if value is meaningless.

It also performs poorly in very low volume accounts. Without enough conversions and variation in values, the system cannot learn reliable patterns.

Another risk is impatience. Maximize conversion value often needs time to recalibrate, especially when switching from volume focused strategies. Cutting it off too early leads to false conclusions.

The role of target ROAS with maximize conversion value

Maximize conversion value can run on its own, or it can be paired with a target ROAS.

Without a target, Google focuses purely on maximizing total value within your budget. With a target ROAS, you are telling Google how efficient you want that value to be.

This adds discipline, but it also adds constraint. Set the target too aggressively and volume collapses. Set it too loosely and behavior barely changes.

The most practical approach is to start without a target, observe actual ROAS or value trends, then introduce a target that reflects reality rather than ambition.

Common misconceptions about maximize conversion value

One misconception is that it always increases revenue. It increases reported value, which only helps if values match real outcomes.

Another misconception is that it only works for ecommerce. Any account with meaningful value differences between conversions can use it.

There is also a belief that this strategy automatically improves efficiency. In truth, it prioritizes total value first. Efficiency only enters the picture when you explicitly add constraints like ROAS.

How to set maximize conversion value up for success

Before turning it on, audit your conversion actions and values. Ask a simple question. If Google optimized hard for this, would I be happy?

Make sure high impact conversions carry higher values. Make sure low intent actions do not dominate the signal.

Once live, watch trends over time, not day to day swings. This strategy often trades quantity for quality, and that adjustment can take time.

Finally, revisit values as the business evolves. Conversion values are not a one time setup. They should reflect what the business cares about now, not what it cared about last year.

A realistic example outside ecommerce

Consider a service business with multiple lead types. A pricing request closes far more often than a general contact form.

By assigning higher values to pricing requests and using maximize conversion value, Google begins prioritizing traffic that historically leads to those higher intent actions. Total leads may dip, but sales conversations increase.

That is the strategy working as intended.

The bottom line on maximize conversion value

The maximize conversion value bidding strategy in Google Ads is about prioritization. It tells Google not just to generate activity, but to focus on what matters most.

When conversion values are accurate and volume is sufficient, it can drive better business outcomes than volume based strategies ever will. When values are sloppy or misunderstood, it amplifies bad signals quickly.

If you understand what it optimizes for and why you are using it, maximize conversion value stops feeling advanced and starts feeling obvious.