Conversion Value Rules

Conversion Value Rules adjust the value Google assigns to a conversion in real time based on things like the user's location, device, or audience, so value-based bidding reflects that some conversions are worth more than others.

You have conversions that all report the same value, yet you know they are not equal. A lead from a high-intent audience, or from a region where your close rate is strong, is worth more to you than an identical form fill from somewhere you rarely win. Conversion Value Rules let you tell Google that, so it stops treating every conversion as interchangeable.

A rule looks at conditions you set, such as the visitor's geographic location, their device, or which audience list they belong to, and multiplies or sets the conversion value accordingly. Because Smart Bidding reads that adjusted value in real time, your Target ROAS and Maximize Conversion Value strategies start bidding harder for the conversions you have said are genuinely worth more. If one region closes at twice the rate, a rule can double its value and your bidding leans into that region automatically.

The danger sits in the assumption. These rules let your bidding chase real worth instead of a flat number, but a rule built on a hunch quietly teaches Smart Bidding to overpay for the wrong people. If you tell the system a segment is worth double and it is not, you will faithfully lose money on it. Base every rule on evidence from your own closed-sale data, not a gut feeling.

A value rule is only as smart as the data behind it, so prove the difference before you price it in.