How Maximise Conversion Value works
Maximise Conversion Value spends the daily budget chasing the highest total value it can return, rather than the highest count of conversions. Two enquiries are not equal to it: if one is worth several times the other, and you have said so, it will bid harder in the auctions that resemble the valuable one.
That only works if value actually reaches the platform. An online shop sends the order total with the purchase, so the strategy has real money to work with. A service business usually has to assign values itself — a defensible worth for each enquiry type, derived from what those enquiries typically close at — and send that figure with the conversion. Without values, every conversion carries the same number and the strategy collapses into Maximise Conversions wearing a different name.
A target return on ad spend can be attached to it, which turns it from a volume strategy into a controlled one.
Why Maximise Conversion Value matters
Counting conversions treats a small order and a large one as the same result, which quietly pushes an account towards cheap outcomes. Most businesses have a wide spread between their smallest and largest sales, and the difference between an account optimising for count and one optimising for value shows up in revenue rather than in the conversion column.
For lead generation it matters more still, because the gap between a serious enquiry and a time-waster is invisible to the platform unless you tell it. Feeding back what happened after the enquiry is what makes that difference visible to the bidding.
Common mistakes with Maximise Conversion Value
Assigning the same value to every conversion is the most common, and it removes the entire point of the strategy. Guessing values badly is the next: a value invented to look impressive teaches the system to buy the wrong traffic, and it will do so diligently.
The other traps are practical. Values sent in one currency while the account reports in another produce nonsense. Duplicate or double-counted values inflate the reported return and hide a losing campaign. And a campaign with too little value data will swing between extremes, because a single large order can dominate everything it has learned so far.
How to act on it
Start by writing down what each conversion type is worth to the business, using close rates and typical order sizes you can actually defend, and review those figures periodically instead of setting them once and forgetting them. Send the value with the conversion, then check in the interface that it is arriving as expected.
Run it without a target until there is enough value data for a target to be meaningful, then add a target return on ad spend close to what the campaign already achieves. Where sales close offline, which is normal for consultancies, clinics and property, pushing outcomes back into the account through offline conversion import is what makes the assigned values honest.