How to Set Up Value-Based Bidding in Google Ads

Once you've used the Revenue per Lead Calculator to understand how much revenue each lead generates, you can feed that number into Google Ads. This lets Google optimise not just for volume, but for leads that actually contribute to your bottom line.

Step 1: Calculate Your Revenue per Lead

Use the calculator below to find your average revenue per lead based on your revenue, number of leads, and lead-to-customer conversion rate.

Step 2: Assign That Value to Your Conversions

If you're using Google Ads to track conversions:

1. Go to Tools & Settings > Conversions in Google Ads.
2. Click the name of your conversion action (e.g. "Lead Submission").
3. Click Edit.
4. Under "Value", select Use the same value for each conversion.
5. Enter your revenue per lead (e.g. £25).
6. Click Save.

If you're using GA4 and importing conversions:
Assign the value in GA4, then import the conversion into Google Ads. (Ask us if you need help with this step.)

Step 3: Choose a Value-Based Bid Strategy

1. In your campaign settings, go to Bidding.
2. Select Maximise Conversion Value or Target ROAS.
3. If you're unsure, start with Maximise Conversion Value to let Google learn.

Tips for Success

• Update your revenue per lead regularly as your data evolves.
• Use Target ROAS if you want to aim for a specific return (e.g. 400%).
• Let Google run with Maximise Conversion Value for at least 2-3 weeks before making big changes.