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 Tips
How to Use Auction Insights to Outsmart Competitors
Monitor Auction Insights weekly to understand competitive dynamics and identify opportunities to take market share.
Why You Should Always Run Brand Search Campaigns
Bid on your own brand terms to protect against competitors, control messaging, and capture high-intent traffic at minimal cost.
How to Allocate Budget Across Campaigns for Maximum ROI
Prioritize budget by campaign efficiency, not channel habit. Use incremental ROAS, not absolute ROAS, to find your best marginal spend.
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