22/10/2024
Did You Know? You Can Pay Only for Conversions Instead of Clicks or Impressions in Google Ads
In 2018, Google introduced the 'Pay for Conversions' strategy—a smart bidding model that allows advertisers to show ads to people without paying for clicks or views. Instead, you only pay when someone actually converts, making it a cost-effective way to run campaigns.
However, there are a few key requirements:
When Can You Use 'Pay for Conversions'?
This strategy is only available for Standard or Smart Display Campaigns.
It works with the Target CPA bidding option, meaning you pay based on your target cost-per-acquisition, but it's not available for value-based bidding.
It doesn’t optimize for offline or cross-device conversions.
Your Target CPA must be $200 or less.
You need at least 100 conversions in your account over the past 90 days.
At least 90% of your conversions should occur within 7 days of someone clicking on your ad.
When Can You Not Use 'Pay for Conversions'?
If your campaign doesn't achieve enough conversions, this model may decay and stop delivering ads. The system automatically halts if the conversions don't meet your set Target CPA, so it doesn’t waste your budget. But if your account meets the requirements, it can be an extremely rewarding strategy.
Ready to Start? Follow These Steps:
Begin with audiences you know convert well, such as top-performing keywords or observed audiences from your search campaigns.
Once you consistently hit a good number of conversions, switch to the Target CPA 'Pay for Conversions' model. Set your CPA slightly higher than what your search campaigns achieve to give Google's algorithm room to learn and optimize.
Be mindful of your content exclusions.
Link your Google Shopping Feed (if relevant).
Optimization Tips:
âś… Avoid creating exclusion lists.
✅ Don’t change your target CPA daily.
✅ Keep your ads running—avoid disabling them frequently.
âś… Be cautious when adjusting your targeting settings.
Why Is This Important?
Who doesn’t love cost-efficient campaigns? With Pay for Conversions, you get free ad visibility and only pay for actual customers—making it an excellent way to maximize your budget and drive real results.
