A retailer wants to maximize the total value of online sales while staying within a specific daily budget, regardless of the ROI on individual dollars. Which strategy should they use?
Correct Answer
Maximize conversion value
Why is this the correct answer?
They should use Maximize conversion value. The requirement has two parts: get as much sales value as possible, and spend the daily budget, without insisting on a particular return on each pound. Maximize conversion value does precisely that — it uses the full budget to chase the highest total conversion value it can find, with no efficiency floor. Adding a Target ROAS would change the behaviour: the campaign would then decline auctions expected to fall below the return target, which usually means spending less and earning less in total while keeping efficiency higher. That is the classic trade-off between total value and return per pound, and the right choice depends on whether the budget is fixed or the efficiency target is. Here the budget is the constraint, so the value-maximising strategy without a ROAS target is correct.
Why are the other options wrong?
Target ROAS
Target ROAS enforces a return on each pound, which the question explicitly says is not required, and it typically leaves budget unspent.
Target CPA
Target CPA controls cost per conversion and ignores how much each conversion is worth, so it cannot maximise sales value.
Maximize conversions
Maximize conversions counts conversions equally, so it would favour many cheap orders over fewer high-value ones.
Real-world example
A homeware retailer with a fixed £2,000 daily budget switches from Maximize conversions to Maximize conversion value. Order volume falls slightly, but average order value rises from £48 to £71 as bidding favours larger baskets, and daily revenue increases by about 24% on the same spend.
Topics in this question
About the Google Ads Search Certification
The Google Ads Search Certification proves you can build and optimise Search campaigns that hit a business goal.
Exam guide and all 213 Google Ads Search questions →Related Google Ads Search questions
- 1A marketer for a retailer wants to link online ad spend to physical results. What specific measurement should they implement to build data strength?Explained
- 2Jasmine is the director of marketing for a chain of clothing stores. She’s been given a set budget and needs to drive as many potential customers to her website as possible. What automated bidding strategy should she use in her campaign?Explained
- 3Smart Bidding is a core topic in the Google Ads Search Certification . If you’ve already mastered Ad Rank and keyword match types (from the first article), your next priority should be understanding how Google’s automated bidding strategies work , when to use each , and how they influence performance . This guide explains Smart Bidding in a clear, exam-oriented format, backed by the actual question types found in the Search Ads certification test. Smart Bidding is a subset of automated bidding strategies in Google Ads that use machine learning to optimize for conversions or conversion value in real-time auctions. Smart Bidding evaluates: Each auction is optimized individually using these signals — a concept known as auction-time bidding .
- 4A performance marketer wants to drive as much purchase value as possible within a specific return on ad spend. Which type of automated bidding strategy should the marketer use?Explained
- 5When implementing value-based bidding, which of these three solutions will permit you to create strong conversion measurement foundations when implementing value-based bidding? Select 3 Correct ResponsesExplainedMultiple correct
- 6You’re marketing a new line of plumbing services and need to reach more consumers, but you have a set budget you can’t exceed. Which benefit of Google Ads could help you achieve your goal? Select 2 Correct ResponsesExplainedMultiple correct