Demand Gen value-bidding options spotted in a new Google Ads account

What changed

The saved screenshot shows a revised bidding layout with target return on ad spend and Maximise conversion value options. Thomas describes seeing these controls without the account conversion threshold he previously expected. The evidence supports the observed setup experience; it does not show a campaign running successfully or confirm that every account and value-bidding workflow has the same eligibility rules.

For an advertiser considering the option, the first question is what the conversion value represents. Revenue, expected lead value and a nominal value attached to every enquiry communicate different priorities. If two very different outcomes are both assigned the same value, choosing a value-based strategy cannot by itself tell the system which outcome matters more to the business.

A target ROAS is also a business instruction that needs context. As an arithmetic example, a 250% target expresses £2.50 of reported conversion value per £1 spent; it does not mean £2.50 of profit. The screenshot’s example target is not a recommendation for another advertiser. Product margin, returns and the reliability of the recorded value all affect how a business should interpret its own target.

Why it matters for advertisers

Earlier setup access may remove a workflow obstacle, but reliable measurement remains necessary for a useful evaluation. Check that meaningful conversions arrive once, with the intended values and currency, before spending against them. For a new account, choose a bounded learning budget and review actual delivery and business outcomes. Keep the ability to select a strategy separate from evidence that it is appropriate or effective for that account.