Maximize conversions

Without a target, it tries to spend the full budget, so the budget becomes your main control over cost. You can add an optional target cost per action, which makes it behave like the old, separate Target CPA strategy. It only works as well as your conversion tracking: if the wrong actions are counted, it will buy more of the wrong thing.

Where you'll see it

In Google Ads, open the campaign, go to Settings > Bidding and choose "Conversions" as the focus, leaving the optional "Set a target cost per action" box empty or filled in. The Bid strategy column in the Campaigns table shows the strategy and its status, such as "Learning" or "Limited". On Meta, the closest equivalent is the "Highest volume" bid strategy; on TikTok, "Maximum delivery".

Worked exampleDoubling a $100 daily budget

	Spent	Conversions	CPA
Week 1, $100 a day	$700	20	$35
Week 2, $200 a day	$1,400	28	$50

The extra $700 bought 8 more conversions: $87.50 each. The strategy did its job of spending the budget; whether those extra conversions are worth $87.50 each is a business decision.