Google Ads · Status at source date: Newsletter archive
Maximise Conversion Value bidding returns to Standard Shopping
Google is rolling out Maximise Conversion Value bidding for Standard Shopping campaigns, flagged by Yash Mandlesha and also spotted by Boyd Klerk via Ruben Runneboom. Until now, advertisers who wanted to optimise toward conversion value in Standard Shopping had to use a Target ROAS strategy; the return of the uncapped Maximise Conversion Value option gives them a way to chase value without setting a hard target.
What changed
For those who remember the Smart Shopping era, it is a familiar lever reappearing in the standard campaign type.
The change gives advertisers more bidding flexibility in Standard Shopping, particularly useful when there is not enough conversion history to set a reliable ROAS target.
Why it matters for advertisers
For you, this means Standard Shopping campaigns gain a value-based bidding option that does not require a fixed ROAS target. Worth testing it where a Target ROAS has been constraining delivery, while watching efficiency closely, since uncapped value bidding can spend more freely.
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Original newsletter text and archive evidence
Maximise Conversion Value bidding returns to Standard Shopping
Google is rolling out Maximise Conversion Value bidding for Standard Shopping campaigns, flagged by Yash Mandlesha and also spotted by Boyd Klerk via Ruben Runneboom. Until now, advertisers who wanted to optimise toward conversion value in Standard Shopping had to use a Target ROAS strategy; the return of the uncapped Maximise Conversion Value option gives them a way to chase value without setting a hard target. For those who remember the Smart Shopping era, it is a familiar lever reappearing in the standard campaign type.
The change gives advertisers more bidding flexibility in Standard Shopping, particularly useful when there is not enough conversion history to set a reliable ROAS target.
For you, this means Standard Shopping campaigns gain a value-based bidding option that does not require a fixed ROAS target. Worth testing it where a Target ROAS has been constraining delivery, while watching efficiency closely, since uncapped value bidding can spend more freely.
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