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Dedicated Google rep pushing to use Conversion value and ROAS Bid strategy along with it for Leadgen Campaigns, does it improve results really ?
Our Google ad rep has been pushing to make this change by assigning conversion value for our campaigns and to use use ROAS bid strategy, Google recommendations are pushing for this as well. I use tCPA and I am not sure if this makes sense for lead gen campaigns, is there anyone who implemented this and got better results ?
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1 Reply
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Are all of your leads worth roughly the same amount? If so, it doesn’t make sense to use Target ROAS.
If you use Offline Conversion Tracking and feed Google different closed deal values based on each customer, then you could justify using Target ROAS over Target CPA, as Google will understand that some customers brought in more revenue over others.
That said, don’t get bullied by a Google rep to make a change that doesn’t make sense for your business!
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Since the value of each lead is usually different for lead gen brands. Using tROAS makes a lot of sense.
40% of our ecom clients also have a lead gen part of their business as they have a B2B ecom department. tROAS can work really well even in lead gen but you need to make sure your data (conversions and conversion values) are making their way into Google Ads.
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This can work better in some cases but only if you have reliable data and the lead values are different. You also need to have enough data available for all of the lead types. Make sure your data is accurate with high enough conversion volume then do a campaign experiment to test it.
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