What is Maximize Conversion Value?
Malthe Weibeck Thomsen · Growth Hacker · Senior Pull Specialist · 8 July 2026 · 3 min.
Definition
Maximize Conversion Value is a smart bidding strategy that spends the entire budget to achieve the highest possible total conversion value — optionally with a tROAS target.
Also called: Maximize Conversion Value, MaxConvValue
Sådan virker det
Maximize Conversion Value optimerer mod den samlede konverteringsværdi, du fodrer ind. Sender du omsætning, jagter den omsætning; sender du dækningsbidrag, jagter den profit. Værdien, du vælger, afgør, om budgettet flyder mod det, der sælger — eller det, der tjener.
01Value decides everything
The strategy maximises the value it's told to chase. Define revenue as conversion value and it optimises toward the top line. Define contribution margin and it optimises toward the bottom line. That single decision determines whether the budget flows toward what sells or what earns.
Without a tROAS cap it spends the whole budget regardless of efficiency — well suited when you want volume within a fixed budget. If you want to steer efficiency, combine it with a tROAS target.
Frequently asked questions
What's the difference between Maximize Conversion Value and tROAS?+
Maximize Conversion Value spends the whole budget on as much value as possible. tROAS adds an efficiency target on top. The two are often used together — maximise value with a tROAS cap — but both depend on which value you feed in.
Should I send revenue or contribution margin as value?+
Contribution margin, if you want to optimise toward profit. Revenue as value favours high-revenue, low-margin products and can shift budget toward what sells most but earns least.
Related terms
Glossary
What is tROAS?
tROAS (target ROAS) is a smart bidding strategy in Google Ads that automatically adjusts bids to hit a set target for return on ad spend.
Read the entry →Glossary
What is contribution margin?
Contribution margin is revenue minus the variable costs (cost of goods, shipping, fees, returns). It's the amount each order contributes toward covering fixed costs and creating profit.
Read the entry →Glossary
What is POAS?
POAS (Profit on Ad Spend) is your gross profit divided by ad spend. Where ROAS measures revenue per ad euro, POAS measures what you actually keep — after cost of goods, shipping and fees.
Read the entry →
Malthe Weibeck Thomsen
Growth Hacker · Senior Pull Specialist at Oaksmond
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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