Summary
Maximize conversions is the bidding strategy that helps a startup determine its initial cost per acquisition. It spends the daily budget to win as many conversions as possible without needing a preset target, so the resulting Cost / conv. figure becomes your first real CPA benchmark. Once you have enough conversion volume, you can move to Target CPA or Target ROAS with a number backed by data.
Nitin Batra is Google Ads Search certified and manages Smart Bidding transitions on live Search campaigns, including new-product launches that start on Maximize conversions before moving to Target CPA.
Last updated: August 22, 2026
A startup testing a new product should use Maximize conversions bidding, because it spends the budget to win as many conversions as possible and reveals the actual cost per acquisition before any CPA or ROAS target is set.
- Maximize conversion value
- Target ROAS
- Maximize conversions
- Target impression share
The correct answer is: Maximize conversions
Key Takeaways
- – Maximize conversions is the correct bidding strategy for a startup that wants to discover its initial cost per acquisition.
- – Set it under Campaign Settings, Bidding, Change bid strategy, and leave the optional Target CPA field empty so Google is not restricted by a guessed number.
- – Maximize conversions spends the full daily budget, so the budget itself acts as your spend control during the test rather than a bid cap.
- – Target CPA and Target ROAS need historical conversion data to work well, which is exactly what a new product does not have, so they are the wrong choice at the testing stage.
Why is Target CPA not the right answer when the goal is to find the cost per acquisition?
Target CPA requires you to enter the CPA you want before the campaign runs. If the startup has never sold this product, any number they type is a guess. Set it too low and the campaign barely serves, set it too high and you overspend. Maximize conversions removes that guesswork and lets the auction data tell you what conversions actually cost.
How much conversion data do I need before switching from Maximize conversions to Target CPA?
Google’s guidance is around 30 conversions in the last 30 days for Target CPA to work reliably, and roughly 50 for Target ROAS on Search. Below that the system does not have enough signal to hit a target consistently. Stay on Maximize conversions until you cross that line, then move over using the average CPA you actually recorded.
Does Maximize conversions always spend my entire daily budget?
It aims to. Maximize conversions is built to use the available budget to win the most conversions, so under-delivery usually points to low search volume, narrow keywords or poor Ad Rank rather than the strategy holding back. Set the daily budget at a level you are comfortable losing during the test, because there is no CPA ceiling protecting you.
Do I need conversion tracking set up before using Maximize conversions?
Yes, and it has to be accurate. Smart Bidding strategies bid on conversion signals, so if your conversion action is not firing correctly in Tools, Conversions, the strategy has nothing to optimise towards. Verify the tag with Google Tag Assistant and confirm the conversion action shows a Recording status before you launch the test.