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Conversation values
Posted by on October 6, 2025 at 1:27 pmI have 2 conversions. Lead forms and calls. Calls convert into sales better. Meaning I should be bidding differently on both actions.
Is it best to split these into 2 campaigns dupes so may conflict or use troas instead to assign values
High conv volume and lead gen
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1 Reply
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If your call leads have higher closing rates or value, then ideally you want to reflect that difference in your bidding strategy. I usually start with conversion value bidding first if data is strong and consistent. If not, splitting campaigns can help you learn faster which channel drives quality.
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I’d assign different conversion values.
Deal value = $1,000
Calls = 20% Conversion Rate = $200/call conversion
Forms = 10% Conversion Rate = $100/form conversion -
Different conversion values and go for Max Conv Value.
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Assign higher values to calls in conversion settings and switch to Target ROAS then keep both actions in one campaign so Smart Bidding can prioritize call weighted value without splitting data.
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If calls convert better, assign them a higher conversion value. Use Maximize Conversion Value or tROAS so Google optimizes toward more valuable actions. Only split campaigns if volume is low or behaviors differ drastically.
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