Transition to Value-Based Bidding
Stop optimizing for just "Conversions" and switch to "Maximise Conversion Value" to prioritize higher-value customers.
Why This Matters
Not all leads or sales are equal. Value-based bidding tells Google's AI to bid more aggressively for users likely to spend more.
How To Implement
1. Ensure you are passing conversion values (revenue) back to Google Ads.
2. Wait until you have ~30 conversions/month.
3. Switch bidding strategy to "Maximise Conversion Value".
4. Set a Target ROAS to control efficiency.
Pro Tip
For lead gen, assign static values to different lead types (e.g., Contact Form = $10, Demo Request = $100) to train the algorithm.
More Google Ads Management Tips
Are Single Keyword Ad Groups (SKAGs) Dead in 2026?
SKAGs (1 keyword per ad group) are largely dead for broad match strategies but remain 'God Mode' for exacting control over Brand and High-Intent terms.
How to Use Auction Insights to Outsmart Competitors
Monitor Auction Insights weekly to understand competitive dynamics and identify opportunities to take market share.
Hyper-Segment Customer Match Lists
Don't just upload one "All Customers" list. Segment lists by "High Value," "Churned," and "Recent Buyers" for tailored bidding.
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