If you are driving leads to your business using Google Ads in 2026 and you are confused as to which bid strategy to use, this is your video.
We are going to quickly and efficiently transition from a maximized conversions with a target CPA to a maximized conversion values bid strategy with a target ROAs.
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But you’ve got to follow these specific five steps to make sure the transition is super, super smooth.
I’m going to go through all five right now.
Step one Primary conversion actions. If you’ve watched any of my videos, I harp on this point.
You want your primary conversions. Since you are driving leads, it’s typically three different types of leads that you want as primary.
Number one would be a set appointment. Number two would be a phone call that lasts 60 seconds or longer. And number three would be a high value form submission. All other types of conversion actions like page views or button clicks, those are secondary. This way it ensures that you are sending clean data back into Google’s bidding algorithm.
Step two, Setting the correct calculated conversion values.
Let’s use a dentist as an example. Let’s say it takes five form submissions before one person is converted into a patient and one new patient is valued at $5,000.
So you just divide the five form submissions by $5,000. So each form submission is valued at a thousand thousand bucks. Do the same math on the appointment setting. Do the same math on the number of phone calls that it takes to get a new patient. And that is exactly how you set the value of your form submissions and phone calls and appointments.
More on this later in step number five. If you have a CRM tied back into Google Ads, even better. More on that soon.
Step number three.
We need a critical data and time Runway. You cannot jump immediately into a maximized conversion values bid strategy. Run max conversions until you reach 50 conversions and over a three to four month period of time. At that point, the system has enough data to now transition over to a max conversion values strategy. And also you have the information to be able to set the target ROAS properly. Three to four months 50 conversions, then you’re ready.
Step number four, and this is a psychological one, you’ve got to relinquish control of being able to control the cost per conversion with a target CPA bid strategy.
You’re letting that go. So you’re telling Google, bring me the highest value customers, target them. It some may cost more, some may cost less.
Overall, you’re going to get a better ROAS and better bottom line for your business, but you just have to somewhat ignore the cost per conversion going forward. It’s a tough one. I get it, I get it.
Step number five Importing offline conversions. If you use HubSpot or Salesforce or a similar CRM, you can connect those back into Google Ads.
So when somebody converts on the site, sometimes it might take from a few minutes to a few weeks for them to actually complete the sale.
When that sale is completed, the CRM sends that data who converted and what was the revenue and then that information goes back into Google Ads.
And that is the very best way to ensure that that your Maximize conversions values bid strategy is using the cleanest possible data for your business.
And finally, an insider trick. When you are making these changes to your bid strategies, change your campaign title to reflect what your bid strategy is and your target.
Like Target ROAS percentage. This is a very simple, efficient way to remind yourself as to what type of strategies you’re running in each of your campaigns.
I hope this video helped you. If you have any questions, please leave me a comment or DM me and I am happy to help.
Thank you for watching this video.
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