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Value-based bidding

Value-based bidding is the group of Smart Bidding strategies that aim at the total value of conversions, such as order revenue, rather than at their number.

How it works

Conversion-based strategies count each order as one unit. Value-based strategies count the conversion value of each order, so bidding can pay more for a click likely to bring a larger order.

Two strategies belong here:

  • Maximize conversion value gets the most value within the budget, without a target.
  • Target ROAS works towards a set return. Since June 2026 the interface shows it as “Target ROAS” instead of “Maximize conversion value with a Target ROAS”.

In Performance Max both run as Maximize conversion value, with target ROAS as an option. Google’s API guide sets this strategy when conversions carry values.

Value-based bidding learns only from the amounts your site sends, so the site has to send the amount of every order. Why a store should count money, not orders, is the subject of value-based bidding for online stores.

Example

Example store, not client data.

The tableware shop gets 300 orders a month worth 180,000, an average order value of 600. Under Maximize conversions, an order of 150 and one of 1,500 each count as one conversion. Under value-based bidding they count as 150 and 1,500. If the site sent a fixed 1 per order, the strategy would see a total value of 300 and chase the order count, not revenue.

How GetProfit reads it

The portal’s conversion check tests the amounts this bidding learns from. If a product’s conversion value for one day exceeds 30 times the median order value, the portal treats it as an anomaly and leaves it out of the figures. The portal flags a product campaign with 10 or more conversions when its average order value is below 0.30× or above 8× the account median.

Where the value is a default or mixed, the portal hides ROAS and greys out revenue with a “not trusted” mark. It then counts by the number of orders and the cost of one order.

Not to be confused with

  • Maximize conversions and Target CPA — conversion-based strategies: every order weighs the same.
  • POAS — return on profit. Value-based bidding chases revenue unless your site sends profit as the value.

Sources