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Why it matters
It prefers a €900 order to a €15 one, which Maximize conversions cannot. For shops and any business with conversions of different worth, it spends the budget where the value is.
It is only as good as the values it receives. Fixed or missing values make it bid on a count with a currency symbol.
Where to find it in Google Ads
- Open a campaign, then Settings, then Bidding, and choose Conversion value.
- Use it without a target to start. To aim at a return, switch the campaign to Target ROAS, listed as its own strategy since June 2026.
- Check the conversion actions send real values.
- Compare Conv. value / cost with your break-even ROAS.
An example
A furniture shop moves Shopping to Maximize conversion value. The campaign shifts spend toward sofas and beds, which bring larger baskets, and total value rises while the number of orders stays flat.
Common mistakes
- Using it with a fixed default value on purchases.
- Setting a target ROAS without knowing the margin.
- Judging it on order count instead of value.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- Target ROAS: A bid target for the average return on ad spend.
- Value-based bidding: Bidding toward conversion value rather than the number of conversions, so the account buys more of what is worth more.
- Conversion value: What a conversion is worth, sent with it or set as a default.