When it comes to Google Ads, there are two popular campaign strategies you can use to reach your target audience, which are maximize clicks and maximize conversions.

Now, the big question is what’s the difference, and which should you choose?

Maximizing Clicks

Maximizing clicks is straightforward: it sets your campaign to show your ads as many times as possible to reach the maximum number of clicks within a budget you set.

The goal with this strategy is to drive clicks to your website and generate traffic. The problem is that merely driving clicks doesn’t always lead to sales or leads. It can mean you’re attracting visitors who aren’t your target audience or are not interested in your product or service.

Additionally, if you’re using a manual CPC bidding strategy, maximizing clicks may increase the cost per click, which can eat into your budget quickly if you’re not careful. As a result, you need to assess whether a campaign that merely drives clicks provides you with enough ROI.

Maximizing Conversions

If you’re all about getting your audience to take action that leads to a sale, lead or download, maximizing conversions is the way to go. This setting will allocate your budget to show your ads to potential customers most likely to click and make conversions. Google determines this by looking at the historical data on your campaigns.

Maximizing conversions differs from maximizing clicks because it allows you to get a better return on investment by targeting individuals interested in your product. Although sometimes, the cost-per-click can be slightly higher compared to maximizing clicks, you theoretically receive higher conversion rates, which may increase the ROI of your campaign.

The downside to this strategy is if you don’t enough conversion data available to Google, it may allocate your budget to show adverts to individuals who aren’t your target audience, or may even lead to overspending your budget.

Deciding Between Maximizing Clicks and Maximizing Conversions

Choosing between these two strategies depends on your campaign goals. If you’re only interested in increasing brand exposure and driving traffic to your website, maximizing clicks is enough. However, if you genuinely feel you want to attain the highest possible return with the budget you have, then maximizing conversions is the ideal choice.

It’s important to note that every campaign is unique, as is the product or service you’re advertising. Therefore, the most suitable strategy for you may be different from someone else.


There are benefits to both maximizing clicks and maximizing conversions, but it’s crucial to understand that both strategies have different objectives. Knowing the goals of your advertising campaign and therefore your business will lead you in the right direction of choosing the most effective campaign strategy. Ideally, you should experiment with different settings to see what works best for you. When you have decided on the perfect budget allocation for your campaigns, you should monitor their progress and make necessary changes to optimize it for better results. Investing time and effort into Google ads is rewarding when you execute strategies effectively.