Maximize Conversions

What It Is

Maximize Conversions is an automated bidding strategy in Google Ads where you hand control of your bids to Google’s algorithm and ask it to get you as many conversions as possible within your daily budget. You can optionally set a Target CPA on top of it, but without that target, Google has no cap on what it is willing to pay per click.

Why It Matters

It is the default Google recommends for most new campaigns, and it can work well once you have at least 15 to 30 conversions a month feeding the algorithm. For a local service business that means real booked jobs or qualified phone calls, not just form fills. Used at the right time, it can lower your cost per lead. Used too early or with weak conversion tracking, it can quickly burn through a $2,000 monthly budget with very little to show.

Common Misconception

The name “Maximize Conversions” makes it sound like it will magically deliver more conversions than any other strategy. What it actually does is spend your entire daily budget every day in pursuit of conversions, even if some of those conversions are low-quality or unprofitable. Without a Target CPA layered on top, it has no idea what a conversion is worth to your business.

FAQ

When should I switch a campaign to Maximize Conversions?

After your campaign has accumulated at least 15 conversions in the past 30 days and your conversion tracking is reliably firing on real leads. Switching before then leaves the algorithm without enough signal, and it will spend aggressively while it tries to figure out what works. Most local accounts need to start on Manual CPC or Maximize Clicks for the first 60 days.

Should I add a Target CPA right away?

Not on day one. Start with Maximize Conversions without a target so the algorithm can explore. After two to three weeks, look at the cost per conversion the campaign is producing and set a Target CPA slightly above that number. Going too aggressive too fast usually causes Google to throttle delivery and starve the campaign of traffic.

Why does my cost per click spike when I switch to Maximize Conversions?

Because the algorithm is now bidding aggressively on whichever clicks it predicts will convert, not the cheapest clicks. A $4 CPC under Manual bidding can easily jump to $9 or $12 once Maximize Conversions takes over. That is expected, and the trade-off is usually a higher conversion rate. Judge it on cost per lead, not cost per click.