Move beyond CPA to optimize for lifetime value and profitable growth. Use conversion values, predictive signals, and acquisition goals to direct Smart Bidding toward high-value subscribers.
Which bidding approach aligns best with subscription LTV goals in Search?
Target Impression Share
Maximize conversion value with a target ROAS (tROAS)
Manual CPC with bid adjustments only
Maximize clicks
To use value-based bidding properly, you must ______.
disable conversion tracking to reduce bias
opt out of automated bidding entirely
send transaction-specific values for conversions (or good proxies)
set the same fixed value for all events forever
GA4 predictive metrics like purchase probability can help identify high-LTV audiences when ______.
you only collect pageviews without events
cookies are blocked so predictions always vanish
you are still on Universal Analytics
data thresholds are met and predictions are available for your property
New Customer Acquisition goals in Performance Max allow you to ______.
guarantee CAC below a fixed amount
bid more for new customers or target only new customers
force ads to show only on Search partners
block existing customers from seeing any ads
For app or in-app subscription conversions imported offline, 2025 guidance requires including ______ by Sep 30, 2025.
the structured_title attribute
only GCLID without any metadata
user-agent strings in the conversion value
the conversion_environment field in Offline Conversion Import
A practical proxy when LTV is hard to calculate is to ______.
use clicks as value stand-ins
optimize to impressions until LTV is known
assign values by subscriber cohort (eg, plans/tenure) and refine with value rules
avoid setting any values until year-end
For AI Max for Search with broad match, value-based bidding works best when ______.
you cap budgets at $1/day to throttle learning
measurement is accurate and conversion values reflect real business impact
all keywords are exact match only
you turn off all audience signals
Which feature lets you upweight high-value subscribers without changing the base tag value?
Topic exclusions
Viewable CPM bidding
Conversion value rules
Enhanced CPC
If you switch from “Maximize conversions” to “Maximize conversion value,” expect the system to ______.
stop serving to broad match queries entirely
prioritize auctions with higher expected revenue even at lower conversion counts
require manual CPC to function
ignore values and chase volume only
For subscription sign-ups tracked as leads before billing, a better signal for bidding is to ______.
value all leads equally forever
use conversion adjustments or import downstream revenue to reflect realized value
optimize to pageviews until billing
disable conversions to reduce noise
Starter
You know the basics of value-based bidding. Next: tighten conversion values and test value rules.
Solid
Solid strategy. Keep refining LTV proxies, NCA settings, and value rules by cohort.
Expert!
Excellent. Your stack aligns bidding, measurement, and lifecycle value for durable growth.
