What Are the Two Value-Based Smart Bidding Strategies on Google Ads?

The two main strategies to maximize value on Google Ads are: 

• Target ROAS 
  Maximize 
• Conversion Value 

Both aim for the same goal: getting the most out of every euro you invest in your ad campaigns. Let’s explore them practically through the key points for tailored optimization. 

1.Using Target ROAS to Maximize Conversion Value

Target ROAS (Return on Ad Spend) is the ideal strategy if your priority is profitability, not just conversion volume. You set the expected return ratio (e.g., 500%), and Google automatically adjusts bids to meet that goal. The result: every euro spent targets a specific conversion value—perfect for e-commerce businesses or companies with high-margin products. 

In practice: 

• Set your profitability goal (ROAS). 

• Let Google focus investment where it generates the most value. 

• Continuously analyze and refine your target. 

2.Maximizing Conversion Value Within a Set Budget

With the Maximize Conversion Value strategy, Google aims to generate the highest possible conversion value for your set budget. Here, you don’t define a target ratio—you give the system freedom to use every euro to boost total revenue, without a fixed profitability constraint. 

Recommended when: 

• You want to grow total value without strict profitability limits. 

• You’re new to tracking average customer value or your profitability varies. 

• Your main objective is revenue growth. 

3.Incorporating Smart Bidding into a High-Performing Google Ads Campaign

Smart bidding is powered by Google’s artificial intelligence. It analyzes thousands of signals in real time (device, time, location, history, intent, etc.) to automatically adjust bids for each auction. Result: your campaigns become more responsive, more precise, and often more profitable. 

Best practices: 

• Plan for a learning phase (adjustment period). 

• Enable conversion tracking to feed the algorithm with quality data. 

4.Choosing the Right Strategy Based on Business Goals

Everything starts with your goals: 

• Strict profitability? → Choose Target ROAS. 

• Revenue maximization? → Go with Maximize Conversion Value. 

• Lead volume? → Other strategies focused on conversion count are available, though not value-based. 

Also consider the maturity of your account, past conversion volume, and availability of reliable data when refining your strategy. 

5.Optimizing Your Google Ads Campaigns with Reliable Data

The quality of your campaigns depends directly on the reliability of your data: conversion tracking, accurate value inputs, duplicate exclusions, user consent compliance, etc. Without clean and trustworthy data, even the best bidding strategy becomes ineffective. 

Tips: 

• Use Google Analytics and Tag Manager. 

• Regularly audit your data sources and fix anomalies. 

6.Leveraging Automation Without Losing Control

Automation doesn’t mean losing control! You can still set thresholds, exclusions, adjust budgets, control which ads are shown, and access detailed reports to precisely manage your campaigns. 

Tips: 

• Use Google Ads scripts, automated rules, and alerts. 

• Analyze reports and adjust your automation criteria as needed. 

7.Measuring and Adjusting Results with a Google Ads Expert

Monitoring, analysis, and adjustments are the keys to a sustainable strategy. A Google Ads expert will: 

• Measure performance in detail. 

• Adapt bidding strategy as the market, products, or objectives evolve. 

• Help guide decision-making to continually improve your ROAS or total value generated. 

Conclusion: 

Which Value-Based Bidding Strategy Is Right for Your Google Ads Campaign? 

There is no one-size-fits-all solution. 

If your priority is profitability and tight ROI control, go with Target ROAS. 
If you’re looking to boost overall revenue within a fixed budget, choose Maximize Conversion Value. 

The key takeaway? 

A strategy that aligns with your business objectives, fueled by reliable data, and managed with the right balance between automation and human expertise. 

Don’t hesitate to consult a Google Ads expert to evolve your strategy and maximize your performance, campaign after campaign.