Maximize Conversion Value for Standard Shopping
Google is significantly expanding bidding options for Standard Shopping campaigns: advertisers can now use the Maximize Conversion Value strategy without having to set a fixed Target ROAS. This brings value-based automation into the classic Shopping campaign type that many accounts have preferred for its transparency and control. For e-commerce teams aiming to optimize revenue and contribution margin rather than raw conversion counts, a new lever opens up—without the detour through feed-only Performance Max campaigns.
Until now, the landscape was clearly divided. Anyone who wanted to maximize total conversion value typically had to use Target ROAS and give Google a concrete return goal. Maximize Conversion Value without a ROAS constraint was not available in Standard Shopping. Many advertisers solved this pragmatically by building pure feed campaigns in Performance Max just to access the more flexible value-based bidding logic. That workaround worked but cost control and increased account complexity.
What changes with the update
With the rollout, Maximize Conversion Value can be activated directly in Standard Shopping. Google still optimizes toward reported conversion value but lets the system operate without a rigid ROAS ceiling. That means more room for the bidding algorithm, especially in phases with fluctuating margins, seasonal price changes, or incomplete value data in Merchant Center. For accounts with heterogeneous product margins, this can be more sensible than a single ROAS target across the entire catalog.
At the same time, the familiar advantages of Standard Shopping remain: separate product groups, more granular negative keywords, clearer delivery logic, and often better traceability in reporting than Performance Max. Google is closing one of the biggest feature gaps between the two campaign types—at least for teams that want value optimization without accepting the full Performance Max black box.
Why many advertisers stay with Standard Shopping
Performance Max bundles Shopping, Search, Display, YouTube, and other inventory sources in one campaign. That delivers reach and can produce strong results but makes it harder to attribute individual levers. Standard Shopping focuses on product feed inventory and allows targeted adjustments to bids, priorities, and structure. Especially in accounts with large feeds, complex seasonality, or strict margin requirements per category, teams value this control.
At the same time, pressure grew to use value-based strategies in Shopping as well. Conversion value tracking, dynamic values from CRM, or varying basket sizes often make pure conversion maximization insufficient. Anyone who wanted to work without a fixed ROAS constraint frequently had to switch to Performance Max. The new option reduces that pressure and can simplify campaign architecture.
Practice: when the new option makes sense
Maximize Conversion Value without Target ROAS is especially useful when conversion values are reported reliably, the assortment is heterogeneous, and rigid ROAS targets cause underdelivery. Typical signals include stagnant impressions despite good product margins, frequent bid caps, or a ROAS goal that only makes part of the catalog profitable. In test phases or new launches, the more flexible strategy can also deliver learning signals faster before a stable ROAS target is defined.
| Bidding strategy | ROAS constraint | Typical use |
|---|---|---|
| Maximize Conversions | No | Prioritize volume and data building |
| Target ROAS | Yes | Stable margins, clear return goals |
| Maximize Conversion Value (new) | No | Value optimization with more algorithm flexibility |
| Performance Max feed-only | Optional | Previous workaround for value-based bidding |
Impact on account structure and measurement
For some accounts, the update means real streamlining: feed-only Performance Max campaigns that existed solely to access Maximize Conversion Value can be removed or scaled back in tests. That reduces overlap in Shopping inventory and makes reconciliation with organic and paid channels easier. Teams should still check whether Performance Max continues to add value elsewhere in the funnel—for example through discovery formats or broader audience reach.
The quality of value data remains decisive. Without clean conversion value tracking, Google misinterprets revenue potential regardless of the chosen strategy. Merchant Center feeds, consistent SKU values, and an aligned attribution model are prerequisites. Anyone who reports partial values or passes orders with delay risks inefficient bids even with the new option.
- Validate conversion values and margins per product group before switching strategy.
- Run a test campaign in Standard Shopping against an existing Target ROAS variant.
- Review feed-only Performance Max workarounds for redundancy and phase them out gradually.
- Compare impression share, conversion value, and CPA weekly against historical baselines.
- Only add ROAS goals as guardrails after results stabilize.
The rollout was documented on LinkedIn by performance marketer Yash Mandlesha and points to a gradual enablement in Google Ads. Not every account sees the option immediately; it makes sense to check bid settings in existing Standard Shopping campaigns. Anyone who previously had to choose between control and value-based automation now gets a third route—closer to familiar Shopping control than a full Performance Max migration.
