Should you use Maximize Conversions or Target CPA for a new Google Ads campaign?

By: Jyll Saskin Gales, Google Ads Coach

Launching a new Google Ads campaign is exciting! But with that excitement often comes confusing questions, especially when it comes to choosing the right bidding strategy. Two popular options often top the list: "Maximize Conversions" and "Target CPA." Which one should you use for your brand new campaign?

Why Bidding Strategy Matters in Google Ads

Think of your bidding strategy as the autopilot for your Google Ads campaign. It guides how your budget is spent and influences the types of clicks (and hopefully conversions!) you'll receive. Choosing the right strategy from the get-go can make a significant difference in your campaign's performance.

Maximize Conversions: The Go-Getter

"Maximize Conversions" is like giving Google Ads the green light to hit the gas pedal. This strategy focuses on getting you the most conversions possible within your set budget. It's a fantastic option for new campaigns because you might not know your ideal cost-per-acquisition (CPA) yet.

When Maximize Conversions Shines:

• New Campaigns: When you're just starting out, you need to gather data on what your actual CPA will be. "Maximize Conversions" allows you to do this without being restricted by a specific target.
• Flexibility is Key: This strategy gives Google Ads more room to maneuver and optimize your bids.
• Playing it Safe: With a new campaign, you don't want to risk setting a CPA target that's too low and miss out on valuable conversions. "Maximize Conversions" helps you avoid this.

Target CPA: The Precision Driver

"Target CPA" is more like setting your cruise control. You tell Google Ads, "This is the cost per conversion I'm aiming for," and it will work to achieve that goal.

When Target CPA Makes Sense:

• Specific CPA Goals: If you have a strict budget or a clear return on investment (ROI) target, "Target CPA" can help you stay on track.
• Historical Data: If you've run similar campaigns in the past and have a good grasp of your typical CPA, "Target CPA" can be a more efficient way to hit your goals.

The Bottom Line: Maximize Conversions or Target CPA?

For most new Google Ads campaigns, "Maximize Conversions" is a solid starting point. It allows for flexibility, data gathering, and avoids the risk of setting unrealistic CPA targets too early. However, if you have a specific CPA in mind and some historical data to back it up, "Target CPA" can be a valuable starting point.

Remember to always monitor your campaigns closely, and don't be afraid to change your bid strategy as needed.