Not all conversions are created equal. If you’re treating every lead or sale in Google Ads the same, you’re likely missing out on higher returns.
Enter: Conversion Value Rules — a powerful feature that lets advertisers apply dynamic value multipliers to different user types, locations, devices or audiences.
In this blog, we’ll show you how to use value rules to optimise for profitability rather than volume — especially useful for global brands managing diverse markets, including NZ and AU.
What Are Conversion Value Rules?
Conversion Value Rules allow you to tell Google Ads which conversions are worth more to your business based on certain conditions, such as:
- Audience membership (e.g. returning customers)
- Device used (e.g. mobile vs desktop)
- Geographic location
- Time of day or day of week
Google then adjusts Smart Bidding to favour these higher-value users, aligning spend with profit potential.
When to Use Value Rules
- If you know that some customer segments are more profitable
- When mobile purchases outperform desktop in LTV
- If regional campaigns show varied conversion quality
- When your business runs tiered services or pricing models
How to Set Up Value Rules (Step-by-Step)
1. Define Your Business Priorities
Understand which audiences or conditions deliver better ROI — using GA4, CRM data, or post-purchase analysis.
2. Navigate to Tools > Conversions > Value Rules
Create rules based on audience lists, geo-locations, or devices.
3. Apply Multipliers
You can increase the value of certain conversions by a percentage (e.g. +30% for repeat buyers).
4. Monitor Impact
Track how Smart Bidding shifts over time and review any increase in ROAS or profitability.
Case Study – Global B2B SaaS with AU Focus
A global SaaS company serving NZ, AU and Southeast Asia applied conversion value rules to prioritise enterprise leads (based on location and CRM integration). By weighting these leads 50% higher, their campaign bidding refocused on the most profitable segments — lifting deal velocity and reducing blended CPA by 27%.
Best Practices for Profit-Driven Advertisers
- Don’t use too many overlapping rules
- Reassess rules quarterly based on sales data
- Align GA4 events with business KPIs, not just form fills
- Test rules in limited campaigns before rolling out network-wide
Final Thoughts
Conversion Value Rules help Google spend smarter on your behalf — but only if you give it the right economic signals.
If you’re working globally or targeting high-value customer segments, this tool can be a game-changer for ROI-focused bidding.
At Metrics Media, we help global advertisers — with teams in NZ and AU — make the most of value-based bidding through smart rule architecture and analytics.
📧 Need help setting up Conversion Value Rules? Email: info@metricsmedia.com.au