Request a callValue-based bidding that pays more for leads that become revenue
Value-based bidding lets Google bid toward conversion value, such as pipeline or revenue, instead of conversion count. PlanConversion assigns values by lead quality and stage, sends them from the CRM, and moves to maximize conversion value or target ROAS once the data is reliable, with guardrails.
Built for: Teams with reliable CRM conversion data and enough qualified conversions to support automated bidding.
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What usually goes wrong
All leads are valued the same
A student form fill and an enterprise demo request get the same bid.
Bidding changes too early
Switching strategies without enough clean data makes performance unstable.
Values are guessed
Arbitrary numbers teach Google the wrong lesson.
What is included
The exact scope is set after an initial diagnostic.
Value model
Assign values using historical win rates, deal sizes and stage conversion.
Conversion value rules
Adjust value by location, device or audience where it reflects real differences.
Strategy migration
Move from maximize conversions to value bidding in controlled steps.
Guardrails
Budgets, target limits and monitoring to prevent runaway spend.
How it works
Check data readiness
Confirm volume, accuracy and delay of conversion events.
Build the value model
Use your own funnel rates and deal values.
Pilot on one campaign
Compare with the current strategy before expanding.
Scale and review
Update values quarterly as win rates change.
What you get
- Value model
- Conversion setup
- Pilot design
- Monitoring rules
- Quarterly value review
How success is measured
Value-based bidding: common questions
More Google Ads programs
How many conversions do we need?
Google recommends a meaningful volume of conversions for automated bidding, and the right number depends on the account. If volume is low, we use a nearer-term event, such as qualified lead, as the main signal and add deeper stages as data grows.
Is target ROAS right for B2B?
It can be, when values reflect expected revenue and cycles are not too long. For long cycles, we use proxy values at earlier stages and review them against closed revenue.
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