Target ROAS

Target ROAS aims for a given amount of value per euro spent, so it prefers valuable conversions. For a shop with real order values, it is usually the main strategy.

Whether the target makes money depends on the margin, which Google only sees if you send cost of goods through Merchant Center or import profit as the conversion value, and whether it works depends on the values the tag sends.

1. Open a campaign, then Settings, then Bidding, choose Target ROAS and set the target. Since June 2026 it is listed as its own strategy again.
2. Compare it with Conv. value / cost.
3. Work out your break-even ROAS, 1 divided by your margin.
4. Move it in small steps, with a week or two between steps.

A shop with a 35% margin has a break-even ROAS of about 2.9. It sets Target ROAS at 400% so each sale leaves profit after the ads, then checks volume before raising it further.

• Setting a target without knowing the margin.
• Using it with fixed or missing conversion values.
• Raising it sharply, which cuts volume overnight.

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

• A ROAS target set without knowing the margin
• A target set a long way from what the account does
• A sale reported at a fixed price rather than its own

• Return on ad spend (ROAS): Conversion value divided by cost, often shown as a percentage: €400 of sales from €100 of ads is a 400% ROAS.
• Break-even ROAS: The return on ad spend at which a sale pays for its own advertising and nothing more.
• Maximize conversion value: A Smart Bidding strategy that aims for the most conversion value within the budget.