Compare 'Maximize Conversions' and 'Maximize Conversion Value' and when to choose each.

• A. Maximize Conversions aims to maximize the revenue value from conversions; Maximize Conversion Value aims to maximize the number of conversions.
• B. Maximize Conversions aims to maximize the number of conversions; Maximize Conversion Value aims to maximize revenue value from conversions.
• C. Both strategies maximize clicks.
• D. Always choose Maximize Conversions.

Answer: (B)

Automated bidding strategies give Google Ads a goal to optimize toward: either the count of conversions or the total value of those conversions. One strategy is built to get as many conversions as possible within your budget, regardless of the value of each one. This is ideal when your priority is volume—more leads, signups, or bookings—and you either don’t have reliable value data or all conversions have similar value.

The other strategy is designed to maximize the total value of conversions within your budget. It uses the value you assign to each conversion to prioritize higher-value actions, which makes sense for ecommerce or scenarios where conversion values vary a lot. You should use this when revenue or return from conversions matters and you have accurate conversion value tracking so the system can differentiate between high- and low-value conversions.

In short, maximize conversions pursues more conversions, while maximize conversion value pursues more revenue value from those conversions. If you’re aiming for a specific return on ad spend, you’d look to a different bidding approach like Target ROAS.