{"id":9043,"date":"2026-10-19T11:27:26","date_gmt":"2026-10-19T08:27:26","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=9043"},"modified":"2026-10-19T11:27:26","modified_gmt":"2026-10-19T08:27:26","slug":"conversion-value-rules","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/conversion-value-rules\/","title":{"rendered":"Conversion Value Rules: How Google Ads Values a Lead"},"content":{"rendered":"
In short:<\/strong> First check in your CRM whether leads from different cities, devices or lists reach payment at different rates or bring jobs of different sizes. If they do not, you do not need a rule. If they do, set the rule and the multiplier from the CRM data: it affects bidding only in value-based strategies, such as Target ROAS and Maximize conversion value.<\/div>\n\n

Conversion value rules adjust the value Google Ads assigns to a lead based on a condition: location, device or audience. You find them under Value rules, in the Conversions drop-down menu under the Goals icon. The adjusted value appears in the «Conversion value» column.<\/p>\n\n

For a service business this is a way to tell automated bidding that a lead from one city or device is worth more to you than a lead from another. It works together with the strategies we covered in the Target ROAS guide<\/a>.<\/p>\n\n

What it means<\/h2>\n\n

According to Google’s help page<\/a>, the rules add value information that is not already in your account, such as different margins for different types of users or lifetime value. The value is adjusted by the rule, reported in your account, and used in real time by Target ROAS and Maximize conversion value bidding. You do not have to change the tag code.<\/p>\n\n

You set the adjustment in one of three ways: «Add» (a positive number), «Multiply» (from 0.5 to 10) or «Set» (a specific value, in beta). Here is how that looks on leads.<\/p>\n\n

How to read and set it<\/h2>\n\n

This is a made-up example, with numbers for illustration only. A home renovation company collects leads from a form and phone calls. In Google Ads every lead is worth $100. In the CRM the owner sees a difference between groups of leads, and the rule passes it to automated bidding.<\/p>\n\n\n

\n
Condition<\/th>What the owner sees in the CRM (hypothetical)<\/th>Rule (example numbers)<\/th>Lead value in the report<\/th><\/tr><\/thead>
«Location»<\/td>Leads from the city turn into paid jobs more often than leads from outlying towns.<\/td>«Multiply» by 1.5 for the city.<\/td>$150 instead of $100<\/td><\/tr>\n
«Device»<\/td>Leads from desktop more often become large jobs.<\/td>«Multiply» by 1.2 for desktop.<\/td>$120 instead of $100<\/td><\/tr>\n
«Audience»<\/td>Leads from past customers on your list bring repeat jobs.<\/td>«Add» $40 for that list.<\/td>$140 instead of $100<\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n\n

These are three options to choose from, not three rules at once: every value rule in an account must use the same condition types. If the first rule is by location, all the others are by location too, and you can add a secondary condition of a different type, such as device. To change the condition types you must delete all rules and create new ones. A rule can have at most two conditions.<\/p>\n\n

When a lead fits several rules, only one applies. For location, the most precise rule wins (a city beats a country). For audiences the existing audience hierarchy decides, and on a tie «Multiply» beats «Add», and the highest multiplier wins among several.<\/p>\n\n

What to do<\/h2>\n\n\n
  1. Collect the data first. In your CRM, compare which cities, devices or lists produce leads that more often become paid jobs. If you have not worked out the base value of a lead yet, start with the conversion calculator<\/a>. No difference between groups means you do not need a rule.<\/li>
  2. Check that your campaigns use Target ROAS or Maximize conversion value: those are the strategies whose bidding uses the rules in real time.<\/li>
  3. Open Value rules in the Conversions drop-down menu under the Goals icon and select «Create conversion value rule» (Google’s step-by-step help<\/a>). If you use cross-account conversion tracking, set the rules from the manager account.<\/li>
  4. Choose the «Primary condition»: Audience, Device or Location. Add a secondary condition of a different type if needed. Several values within one condition are treated as «or».<\/li>
  5. In the «Value» section pick «Add», «Multiply» or «Set», enter the number and select «Save». For «Add» the number is above zero, for «Multiply» it is from 0.5 to 10, and for «Set» it is a specific value; you can enter a whole number or a percentage. The rule appears in the «Value rules» table.<\/li>
  6. Compare the «Conversion value» column with your CRM. Change the multiplier only when the gap is confirmed by real jobs.<\/li><\/ol>\n\n\n

    What not to do<\/h2>\n\n\n