Google Ad's Target ROAS Bid Strategy, Conversion Volume & Making More Money

There seems to be some misunderstandings about how Target ROAS (Return On Ad Spend) Bid Strategy works and how it can have an impact on conversion volume and ad spend depending on what you set as your Target ROAS.

You want to make as much money from your Google Ad Campaign as possible so you should just set your Target ROAS as high as possible right? Not exactly. The way Target ROAS Bid Strategy works is the higher your set your Target ROAS, the fewer conversions you'll typically get and the lower your spend will be. This is because Google Ads won't show your ads to users it thinks won't generate a high ROAS.

Google Ads will take less risks and therefore will only show your ad for users that have a very high likelihood of converting. In some cases, this can mean the campaign will generate very few impressions/clicks and therefore conversion volume will be lower.

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