Request a callValue-based bidding in Google Ads: how enterprise teams train the algorithm on their ICP
Value-based bidding tells Google Ads that some conversions are worth more than others, so Smart Bidding bids more for the clicks that look like your best accounts. For enterprise B2B, assign values from your CRM by funnel stage and ideal customer profile (ICP) tier, upload them steadily, avoid zero values and use target ROAS or maximize conversion value once you have at least 15 conversions a month and two or more distinct non-zero values.
Key takeaways
- Without values, every conversion looks equal. A student download and a Tier 1 account meeting train the same signal.
- Build values from stage and ICP tier, then send them with each conversion from the CRM.
- Avoid zero values. Give out-of-ICP leads a low non-zero value or leave them out.
- Be patient: Google suggests at least 4 weeks or 3 conversion cycles of consistent uploads before switching, and 2 weeks or 3 cycles before judging.
What value-based bidding changes
Standard conversion bidding counts conversions. Value-based bidding counts what each one is worth. Smart Bidding then pays more for the auctions that resemble your high-value conversions and less for those that resemble low-value ones. For an enterprise team with a defined ICP, that is how you teach the algorithm which accounts matter.
It only works if the values are real. That is why value-based bidding depends on offline conversions: the CRM knows which leads became meetings, opportunities and customers, and which companies fit your ICP.
Turn your ICP into values
A simple model multiplies a stage weight by an account tier multiplier. The numbers below are illustrative. Set yours from your own win rates, deal sizes and sales-cycle data, and agree them with sales and finance.
| Input | Example weight | Why |
|---|---|---|
| Sales-accepted meeting held | x1 | Reliable stage with usable volume |
| Opportunity created | x3 | Closer to revenue, lower volume |
| Tier 1 target account | x3 | Highest fit and deal size |
| Tier 2 account | x2 | Good fit |
| Tier 3 account | x1 | Acceptable fit |
| Outside the ICP | x0.2 | Low but non-zero, so it stays in the dataset |
A held meeting with a Tier 1 account would carry a value of 3, an opportunity with the same account 9, and a meeting with a non-ICP company 0.2. The ratios matter more than the absolute numbers.
Use proxy values when revenue is not available
Google advises assigning each conversion the value it is worth to your business, and using proxy values that match your priorities when exact values are hard to find. You can vary values by lead form answers, by channel and by account type, and upload them daily.
- Do not use zero values. If a conversion has no value to your business, remove it from the dataset.
- Track at least two distinct non-zero values before you switch strategies.
- Keep the conversion definitions stable. Changing them resets what the algorithm has learned.
Target ROAS or maximize conversion value
Target ROAS asks Smart Bidding to hit a return on the values you send. Google advises setting achievable targets from historical data at first, leaving the budget unconstrained and avoiding extra limits such as CPC caps. Higher targets favor efficiency, lower targets favor growth.
Maximize conversion value spends the budget to get as much value as possible. A common path for lower-volume enterprise accounts is to let it learn first and add a target once the history is stable. Whichever you choose, test it in a campaign experiment and give it at least 2 weeks or 3 conversion cycles before judging.
Protect the ICP around the algorithm
Bidding is only one lever. Keep the traffic itself pointed at the right accounts.
- Use your ABM target account lists as audience signals, and refresh them with sales each quarter.
- Ask for company size or role on forms, so lead quality can shape the value.
- Maintain negative keywords and placement exclusions for job seekers, students and vendors.
- Give one owner the conversion definitions, share them with sales and finance, and keep a change log.
Frequently asked questions
How is value-based bidding different from offline conversions?
Offline conversions are the data. Value-based bidding is how Smart Bidding uses it. You need both: the CRM stages supply the signal, and the values tell the algorithm which signals matter more.
What if we only get a few conversions a month?
Move up the funnel to an earlier stage with more volume and a short delay, and use values to separate strong leads from weak ones. Google recommends at least 15 conversions per month at the account level.
Can we use values without a CRM integration?
Yes, with proxy values taken from form answers or the channel, but CRM values are more accurate and let you reflect ICP tiers and real pipeline stages.
Sources
Related service: Paid media. See also pricing and client results.