In theory, Maximize Conversion Value tells Google to optimize bids so you get the most revenue or highest-value conversions for your budget. In practice, it can be a powerful tool… or an expensive disaster.
Let’s explore one real-world case where this strategy failed miserably — and two situations where it actually shines.
When Maximize Conversion Value Backfires
I’m not someone who completely avoids smart bidding. In fact, I use strategies like Maximize Conversions and Maximize Conversion Value for about 80% of the campaigns I manage. Automation can work wonders when it’s applied thoughtfully.
However, one campaign I managed recently reminded me that even Google’s “smartest” systems can make dumb decisions.
This particular account was for a towing company — a straightforward service business that tracks success by cost per lead or cost per phone call. Every lead is roughly equal in value, and the goal is simple: keep cost per conversion as low as possible while maintaining volume.
Normally, this kind of campaign would use Maximize Conversions with a target CPA (Cost Per Acquisition). That way, we can control how much we’re willing to pay per lead and make sure the system stays within budget.
But a Google Ads strategist suggested switching to Maximize Conversion Value — even recommending we use something called value rules (a layer of customization that we’ll skip for now). It sounded interesting, so I gave it a try.
We flipped the switch on July 8th.
The Results: Costs Soared, Conversions Plummeted
Within days, the results were alarming.
Before the change, our average CPC (cost per click) hovered around $8–10 — sometimes as low as $5. But as soon as Maximize Conversion Value kicked in, CPC skyrocketed.
One day we paid $43 per click, which is roughly what we wanted to pay per lead.
The cost per conversion also exploded — from around $45 per lead to a staggering $150 per lead.
Conversion rate dropped by nearly 25%, overall cost went up 130%, and return on ad spend (ROAS) — the metric that Maximize Conversion Value should improve — actually fell by 24%.
That’s not optimization; that’s a meltdown.
“You Just Need to Give It More Time” — Or Do You?
When I reported the numbers, the response I got from Google was predictable: “You need to give it more time.”
Sure, algorithms take time to learn. But try explaining to a small business owner that they need to “give it time” while their ad spend doubles overnight. Most don’t have the patience — or the budget — to gamble with those kinds of losses.
We did let it run for a couple more weeks to see if things stabilized. Costs came down slightly but still stayed roughly double what they were before.
At that point, it was clear: this wasn’t a temporary learning curve. It was a failed experiment.
Why Maximize Conversion Value Failed in This Case
The failure here might come down to lack of variable value.
In the towing campaign, every lead had roughly the same worth. There was no real “value” to optimize for. Google’s algorithm, trying to chase “higher-value” conversions, ended up overbidding and driving up costs unnecessarily.
In short: if all your conversions are worth the same, you’re better off using Maximize Conversions with a target CPA.
That strategy focuses on efficiency — getting you the most leads for the best cost — instead of chasing imaginary “value” that doesn’t exist.
When Maximize Conversion Value Does Work
Now, let’s be fair. Maximize Conversion Value isn’t all bad. In the right situations, it’s incredibly effective. I use it regularly for two specific types of campaigns — and it performs beautifully when applied strategically.
1 – E-commerce Campaigns
This is the most obvious case.
If you’re running an online store, not all conversions are equal. One customer might buy a $50 item, while another buys a $3,000 one. Maximize Conversion Value helps Google learn which audiences, devices, or times of day lead to those high-value purchases — and adjust bids accordingly.
It’s not about getting more conversions. It’s about getting better ones.
For example, an e-commerce store selling furniture might prefer 10 customers spending $1,000 each over 50 customers spending $100. Maximize Conversion Value helps optimize for that goal.
2 – Lead Generation with Multiple Conversion Types
Even for non-e-commerce accounts, this bid strategy can work well if your conversions vary in value.
Take a business that gets several types of leads — newsletter signups, sample orders, quote requests, and direct purchases. Not all of these have equal impact on revenue. A quote request is far more valuable than a newsletter signup.
In this case, Maximize Conversion Value helps balance those differences.
By assigning a “value” to each conversion type (for example, $10 for a signup, $50 for a quote request, $200 for a sale), Google can prioritize the actions that matter most to your business.
Without that data, if you simply used Maximize Conversions, Google would treat all leads equally — which can distort performance and waste budget.
When You Should Avoid It
If you’re in a service-based industry where every lead has roughly the same value — towing, plumbing, roofing, legal services, etc. — Maximize Conversion Value is rarely the best choice.
Stick with Maximize Conversions or Target CPA.
Those strategies let you maintain control over cost per lead while still leveraging Google’s automation to bid intelligently.
Final Thoughts: Know When to Trust the Algorithm
Automation can be a blessing or a curse.
Google’s strategists and built-in recommendations often encourage advertisers to use Maximize Conversion Value because it gives the system more freedom to control bids and gather data. But freedom for Google doesn’t always mean success for you.
Smart bidding isn’t “set it and forget it.” You still need to understand the logic behind it — when it fits your business model and when it doesn’t.
So, before switching bid strategies because Google recommends it, ask yourself:
-Do my conversions actually vary in value?
-Can I assign meaningful values to them?
-Can my budget handle temporary volatility?
If the answer is yes, go ahead and test Maximize Conversion Value — especially for e-commerce or complex lead-gen setups.
But if all your leads are equal in value, stick to the basics. Don’t let an automated system overcomplicate something that works.
Because sometimes, the smartest strategy is knowing when to say no to “smart” bidding.