Maximize conversions

It is the usual starting point for a campaign whose job is leads or sales: Google bids at each auction for the likelihood of a conversion, using signals no manual bid can.

It spends the whole budget by design. Without a target, it chases volume. With one, it chases volume at a cost, which works best once the campaign has steady conversions.

1. Open a campaign, then Settings, then Bidding, and choose Conversions.
2. Use it without a target to start. To aim at a cost, switch the campaign to Target CPA, listed as its own strategy since June 2026.
3. Check which conversion actions are primary, since those are what it aims at.
4. Watch the strategy status for Learning or Limited.

A campaign with 12 leads a month runs Maximize conversions without a target. When it reaches about 20 a month at €45 each, it moves to Target CPA at €45, then the target is lowered in small steps.

• Adding a strict target CPA before the campaign has enough conversions.
• Leaving dead or duplicated primary conversions that it then chases.
• Expecting it to underspend when results are poor.

The audit checks Oppy runs on this, each with its own page.

• A target set before the bidding has enough to learn from
• Buying clicks on an account that needs results
• A goal Google is aiming at that has never been hit

• Target CPA: A bid target for the average cost per conversion.
• Smart Bidding: Google's automated bid strategies that set a bid for each auction toward conversions or conversion value.
• Maximize conversion value: A Smart Bidding strategy that aims for the most conversion value within the budget.