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The short answer
A campaign whose job is sales or leads should run on Maximize conversions with no target until its conversions are steady. A target set earlier asks the bidding to hit a cost it cannot learn yet. Oppy lists the Smart Bidding campaigns that spent with too few conversions for the strategy to learn.
Why it matters
With a handful of conversions, Google has too little to tell which clicks lead to results. A target on top makes it cautious: it holds back, enters fewer auctions, and the campaign stops getting the clicks it needs to learn. It is a loop that keeps a small campaign small.
Maximize conversions on its own is not a fault, however few the conversions. It is where such a campaign should be until it has more data.
How Oppy decides
The check reads every campaign on target CPA, target ROAS, maximize conversions or maximize conversion value that spent recently, with its conversions.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Spend |
| What it reads | Campaigns, their settings and their results |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Campaigns for the last 30 days and add Bid strategy type, Target CPA or Target ROAS, and Conversions.
- Keep the campaigns on a Smart Bidding strategy that spent.
- Note those with only a handful of conversions, and whether they have a target set.
- Those with a target and few conversions are the ones to look at first.
What to do about it
Remove the target and let the campaign run on Maximize conversions until its conversions are steady. Then add a target close to what it achieves.
If several small campaigns share a goal, consider merging them so one campaign reaches the volume sooner.
Terms on this page
Other checks in this area
The checks next to this one in Bids and targets, each with its own page.