At Xblu, we’ve learned that automation doesn’t replace intelligence—it multiplies it. Google’s algorithms are powerful, but left alone too long, they start optimizing in circles.
Switching between bid strategies isn’t confusion; it’s control. Alternating between Maximize Clicks and Maximize Conversions gives your campaigns the flexibility to explore, learn, and improve continuously.
The Problem With “Set It and Forget It”
When campaigns rely exclusively on a conversion-based bid strategy, Google quickly narrows its focus to a small set of “safe” users—the ones it already knows convert.
That can create short-term efficiency but long-term stagnation. The result: fewer impressions, higher CPCs, and reduced reach.
By switching to Maximize Clicks for short intervals, you open the funnel again—bringing new people and new data into your ecosystem.
A Cycle That Keeps Learning Alive
Exploration → Maximize Clicks
Discover new audiences and lower CPC. Watch CTR and time on site.
Optimization → Maximize Conversions / Conversion Value
Focus on quality and efficiency. Track cost per conversion.
Retargeting → Maximize Conversions
Re-engage high-intent visitors. Monitor conversion rate.
Rotating through these phases every few weeks keeps your campaigns adaptive and fresh.
When You Can’t Track the Real-World Sale
For brands where the final sale happens offline—a consultation, service visit, or product demo—micro-conversions become the bridge between interest and intent.
Assign conversion values to key actions like form fills, location views, or extended engagement. These values guide Google’s understanding of what truly matters.
Teaching the Algorithm What’s Valuable
Form Submission – 100
Location or Booking Page Visit – 50
Key Service Page View – 25
Extended Engagement (>60 sec) – 10
These aren’t dollar amounts—they’re behavioral signals that help the system learn which actions drive meaningful outcomes.
Volume Feeds Data. Data Fuels Intelligence.
Even during a Maximize Clicks phase, every visitor who engages with your site contributes to smarter targeting later.
When you pivot back to Maximize Conversion Value, Google recognizes patterns in those behaviors—allowing you to find users who act more like your best prospects.
How We Structure Bid Strategy Rotations
1) Start Broad — Launch with Maximize Clicks to fill the funnel with affordable traffic.
2) Tag Everything — Track micro-conversions with meaningful value tiers.
3) Analyze Behavior — Identify what correlates with real-world outcomes.
4) Shift to Value — Switch to Maximize Conversion Value for precision.
5) Retarget Intelligently — Re-engage warm visitors with creative that builds trust.
Automation Wins When It’s Guided by Human Strategy
Switching between Maximize Clicks and Maximize Conversions isn’t a sign of uncertainty—it’s proof of awareness.
Smart marketers don’t hand the wheel to automation; they teach it how to drive.
That’s the human + AI advantage.
