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Google Ads Maximize and Target Bid Strategies For Conversions – What’s the Difference?

Maximize and Target Bid Strategies

Is it really true that Google Ads’ Maximize and Target Bid strategies for conversions are as different as night and day?

You’ve probably heard all sorts of claims about these two strategic options. As an advertiser, it’s crucial that you understand the nuances of these strategies to navigate the complex world of digital marketing effectively.

The Maximize bid strategy is all about getting as many conversions as possible with minimal regard for spending, while the Target bid strategy focuses more on controlling your advertising costs.

But what does this mean for you and your business?

Hang tight, as we are about to unravel the mystery behind these two bidding strategies, and how choosing the right one could make a significant impact on your advertising success.

Understanding Google Ads Strategies

To really get the most out of your Google Ads campaign, it’s crucial to understand the different bid strategies and how they can work for you. In this article we’re talking about ‘Maximize’ and ‘Target’ bid strategies in relation to conversions.

The ‘Maximize‘ strategy is telling Google to go out and get as many conversions as possible within your budget. On the other hand, the ‘Target‘ strategy allows you to set a specific goal for your campaign. You’re in control of setting the target, whether it’s cost per action (CPA), or return on ad spend (ROAS).

Knowing the differences and choosing the right one could be the deciding factor in your campaign’s success. So, make sure you’re not just tossing coins; understand these strategies to maximize your ad performance.

Breakdown of Maximize Conversions

When you’re looking to rack up as many conversions as possible, Google’s ‘Maximize’ bid strategy can be your better option. This approach automatically adjusts your bids to help you seek out every last conversion out there on your budget.

How does it work? It’s pretty simple. Google uses data about your campaign performance and the broader ad landscape to make its prediction on what’s most likely to result in a conversion. Then, it adjusts your bids accordingly. That means you’re always in a position to potentially capture the most conversions possible within your set budget.

However, remember that while ‘Maximize’ focuses on increasing conversions, it doesn’t necessarily drive conversions every time. Your just giving Google a license to go out and spend on where it think may lead to a conversion.

Exploring Target Bid Strategies For Conversions

Exploring Target Bid Strategies

On the flip side of ‘Maximize’ bids, you’ve got Google’s ‘Target’ bid strategies, designed to hone in on your specific campaign objectives with precision. Unlike Maximize bids that aim to get the most conversions for your budget, Target bids focus on hitting a specific metric that you can set.

Whether it’s a certain cost per action (CPA) or return on ad spend (ROAS), you set the goal and Google’s algorithm does its best to achieve it. However, it’s crucial to remember that the success of your Target bid strategy depends heavily on the accuracy of your set targets. If they’re too ambitious or unrealistic, you might end up disappointed.

Comparative Analysis: Maximize Vs Target Bid Strategy

While both Maximize and Target bid strategies have their unique advantages, it’s important for you to understand how they stack up against each other in order to choose the most effective approach for your campaign.

Maxi mise bids strategy uses Google’s machine learning to optimize bids, aiming for the most conversions within your budget. It’s great when you’re concerned with trying to find as many conversions as possible but not so much about how Google spends your budget.

On the other hand, Target bid strategies allow you to set your desired cost per action or conversion. This strategy is more suited when your focus is on the cost of conversions over just conversions alone.

Real-world Application and Impact

Understanding the theoretical differences between Maximize and Target bid strategies is crucial. Let’s now look at how these strategies play out in real-world scenarios and their subsequent impact on your digital marketing success.

With Maximize, you’re aiming to get the most conversions within your budget. This strategy works best when you may only be seeing a small number of conversions a month, usually less than 15.

On the other hand, Target bid strategy focuses on achieving a specific performance target, like cost-per-action. It’s ideal when you’re looking to optimize conversions or a specific return on ad spend, and your campaign is consistently returning 15-20+ conversions a month.

Frequently Asked Questions

How Does Maximize Conversions Differ From A Target Bid Strategy?

Maximise Conversion/Revenue

  • Tries to get the most conversions or conversion value as possible
  • Does not care about CPA or ROAS
  • Can spend the whole budget to find more conversions

Target Conversion/Revenue

  • Tries to hit target CPA or ROAS
  • Won’t spend budget if algorithm thinks it can’t convert more
  • Won’t spend the whole budget if it does not think it can at your campaign goal

Maximize Conversions/Revenue

  • Less than 15 conversions a month
  • If CPA or ROAS is not important to your business objective
  • Strongly suggest not using Broad Match keywords

Maximize Conversions with a Target CPA/ROAS 

  • You are generating a minimum of 15+ conversions a month 
  • You have a specific CPA/ROAS target as a business objective
  • Broad Match keywords can be great for campaign expansion

How Do Maximize and Target Bid Strategies For Conversions Affect the Quality Score of a Google Ad?

Quality Score of a Google Ad

Maximize and Target Bid strategies don’t directly affect your Google Ad’s quality score. They’re about bid management, while your quality score’s determined by factors like click-through rate, ad relevance, and landing page experience.

Maximize and Target Bid strategies focus on bid management, allowing advertisers to adjust their bids for maximum visibility or to target specific goals. These strategies help advertisers optimize their bidding to achieve their desired outcomes.

On the other hand, quality score is determined by factors such as click-through rate (CTR), ad relevance, and landing page experience. CTR measures how often people click on your ad when it’s shown, while ad relevance assesses how closely your ad matches the intent of the searcher. The landing page experience evaluates the relevancy and usability of the page people reach after clicking on your ad.

While Maximize and Target Bid strategies can indirectly impact your quality score by affecting your ad’s visibility and performance, they don’t have a direct influence on the factors that determine your quality score.


So, you’ve got the scoop on Google Ads strategies for conversions, both Maximize and Target bids. Maximize bids focus on getting as many conversions as possible within your budget, while target bids aim for a specific cost per action. Both have their pros and cons, and the choice depends on your goals.

Think about your marketing strategy, consider real-world impacts, and make the decision that best suits your needs. Remember, effective advertising is all about smart strategy.