Value-based bidding

The algorithm bids more for auctions likely to produce high-value conversions and less for cheap ones, rather than treating every conversion as equal. It consumes per-conversion values: actual deal amounts from CRM imports, order values, or margin-adjusted numbers via conversion value rules.

#Without real values, it's counting with extra steps

If every conversion arrives carrying the same default value, the "value" strategy quietly degrades into equal-weighted counting. That's the trap for lead-gen accounts especially: a $99 signup and a $50k contract reported as identical conversions teach the algorithm to buy whichever is cheaper. Values are what let bidding distinguish buying meetings from buying customers.

In practice: whether your conversion actions are actually carrying values is one of the scheduled checks Buron runs on Google Ads accounts.

The worked case for why CPA-based optimization misleads once deal sizes vary: Value-based bidding needs values you can trust. The values usually arrive via Offline conversion tracking; the strategy family is Smart Bidding.