Google Changed Target ROAS. Most Stores Missed It.

Hey hey everyone 👋

Long expected video finally live.

New video is live. Target ROAS vs Maximize Conversion Value. I get this question in here almost every day. So I broke it all down.

▶️ https://youtu.be/H6Kiskk79lU

What changed in August

Before, the target was a safety net. You set 200% as your fallback. Google could still beat it and hit 270% or more.

Now the target is what you get. Over 30 days Google lands right on it. No more beating it.

And if Google can't hit it, it spends less. You set 1k a day. You end up spending 400.

Target ROAS has only two outcomes

• It misses the target → spend drops.

• It hits the target → you're stuck there. Raise the target or raise the budget.

Budget sets the volume. Target sets the quality bar.

The mistake I see the most

Your shop ROAS is not your ad account ROAS. You never track 100%. Cookie banners, ad blockers and conversion delays all eat some of it.

So a 300% shop ROAS can show as 240% in the ad account. If you set the target at 300%, Google thinks it's failing. Spend gets cut.

Set your target off the ad account number (conversion value / cost). That's the one Google reads.

When to use what

1️⃣ Under €100 a day: Max Conversion Value. Never a target. You have no data yet. Google says at least 30 conversions in 30 days. From what we see you need more like 50-60.

2️⃣ €100-300 a day: Still mostly Max Conversion Value. One exception: if cash flow is tight and you have weeks or months of data, use a conservative target as a fallback. Don't set it too high.

3️⃣ €300+ a day: Both work. Scaling well on Max Value? Don't touch it. Hitting a plateau with big up-and-down swings and plenty of data? Now set a target.

One more thing

Pick your target and leave it alone. Changing the target and budget every other day sends Google mixed signals. If you lower the target, you're telling Google you're happy with less. And it gives you less.

Full breakdown in the video 👇

https://youtu.be/H6Kiskk79lU

Questions? Drop them in the comments. Me and the team answer here 💪

1 comment

Google Changed Target ROAS. Most Stores Missed It.