Target Impression Share vs Max Conversions: A Technical Guide
What is the Visibility Trap in Google Ads?
The Visibility Trap happens when advertisers use Target Impression Share bidding in performance campaigns. This strategy prioritizes ad placement over conversion intent, leading to wasted spend, expensive clicks, and declining ROAS. A low quality score can further increase your costs and reduce ad visibility, making it even harder to achieve profitable results. The fix is to reserve Target Impression Share for brand defense or awareness, and use Maximize Conversions/ROAS for growth campaigns.
One of the most common reasons businesses are losing money in Google Ads audits comes from a fundamental misunderstanding of "“Visibility"” versus "“Performance."”
The problem usually starts when a business owner says, "“I want to dominate the top of the page."”
To achieve this, they switch their bidding strategy to Target Impression Share. While this guarantees visibility, it often destroys ROI. Search impression share and ad shows are key metrics for understanding how often your ads appear in search results, helping you evaluate if your ads are actually being displayed to potential customers.
When considering budget and ROI, it's crucial to set a daily budget and define the maximum amount you're willing to bid. This helps control spend and prevents overspending on visibility-focused strategies.
In this technical guide, I will break down how the Google Ads bidding algorithm behaves differently under these two strategies, and why "“being seen"” is often the enemy of "“getting paid."”
The Mechanics: How the Google Ads Algorithm Bids
To understand why your budget goes so quickly, you have to understand what you are asking the machine to do. The Google Ads algorithm relies heavily on historical data to make informed bidding decisions, using past performance to predict future outcomes.
When you set a bid strategy, the algorithm enters your ad into the auction and determines how much to bid based on your chosen goal.
For example, with Target Impression Share, it will bid aggressively to win a certain percentage of available impressions, while Max Conversions will focus on getting as many conversions as possible within your budget. Bid adjustments and bid limits can influence or restrict the algorithm’s actions, manual bid adjustments are often ignored by Smart bidding strategies, and setting bid limits may constrain the flexibility of the machine learning system.
Google analyzes hundreds of signals in real time to determine if a user is likely to convert or is ready to buy. For the algorithm to optimize effectively, it needs enough data and enough conversion volume, typically at least 15 to 30 conversions in the last 30 days so it can accurately learn and adjust bids. Without sufficient data, the system may not perform optimally, and your campaign results could be inconsistent.
For a deeper look at why data thresholds matter in Google Ads, this post breaks down the platform’s history with data, how decision‑making has evolved, and why low‑volume Google Ads accounts struggle to produce reliable signals.
1. Target Impression Share (The "Ego" Bid)
When you flip to Target Impression Share, you’re basically telling Google: “Buy me vanity, not value.”
The Signal: Conversion intent is thrown out the window. The algorithm'’s only job is to hit your visibility quota, even if that means chasing irrelevant clicks. By setting an impression share target, you guide the bidding process to achieve a specific percentage of available impressions for your chosen keywords. I cover exactly what Google Ads Signals are in depth here and the data points Google uses to decide who'’s ready to buy and who'’s just browsing.
The Result: You get dragged into the priciest auctions, paying top dollar to show ads to people who were never going to buy. The target impression share strategy is designed to maximize ad exposure, especially for brand search campaigns or when you need to secure a specific ad position, but it can lead to high costs if not managed carefully. It'’s the PPC equivalent of renting billboards for window shoppers: expensive visibility, zero ROI. Monitoring search lost metrics, like Search Lost IS (Share), can help you diagnose when budget or ad rank is limiting your impression share and identify wasted spend.
2. Maximize Conversions (The "Action" Bid)
When you select Maximize Conversions (or Target ROAS) (these are also known as max conversions and max conversion value automated bidding strategies), you are telling Google: "“Buy me customers, regardless of placement."”
The Signal: Google analyzes millions of signals (device, time, location, browser history, past behavior) to determine if a specific user is ready to buy right now
The Result: Google might skip an auction if the user looks like a "“browser."” You might not appear at the #1 spot. But every dollar spent is calculated to return a lead. The algorithm also aims to maximize conversion value and achieve a specific roas target, optimizing for both the number of conversions and the total value generated. How many conversions you get, and the overall conversion value, are key metrics for evaluating the effectiveness of these strategies. Setting a target cost or using a target cpa effective approach can help control spend while maximizing results.
The Trap: When you apply Target Impression Share to a performance campaign, you strip the algorithm of its ability to discriminate. You are forcing it to bid on bad traffic just to fill a quota.
Manual CPC Bidding: The Human Touch in a Machine World
In the age of automated bidding strategies and smart bidding algorithms, Manual CPC bidding stands out as the classic, hands-on approach to managing your Google Ads campaigns. With Manual CPC bidding, you set the maximum cost-per-click (max CPC) for each keyword or ad group, giving you direct control over how much you’re willing to pay for each click. This bid strategy is ideal for advertisers who want to keep a close eye on their ad spend and make granular adjustments based on real-time performance data. I do not recommend manual for most of the clients I am working with however.
Manual CPC bidding is particularly effective for search campaigns focused on a select group of high-value keywords or tightly themed ad groups. If you’re running a smaller campaign or working with a limited budget, this approach allows you to allocate your spend precisely where it matters most. You can adjust bids at the keyword level, test different ad copy, and respond quickly to shifts in search terms or market demand, all without waiting for an automated bidding algorithm to catch up.
One problem that I always warn my clients about who decide to go this route is that there is a risk because manual bidding is making decisions based on a last-click attribution most of the time and so it is discounting the other keywords that influenced the goal.
This leads us to really explain that, Manual CPC bidding isn’t without its challenges.
Managing bids manually can be time-consuming, especially as your campaigns grow in size and complexity. Unlike smart bidding strategies such as Target CPA bidding or Target Impression Share bidding, Manual CPC doesn’t automatically optimize for conversion data or adjust bids based on user intent signals. This means you’ll need to regularly review your conversion volume, monitor your average CPC, and set a max CPC bid limit to avoid overspending.
For advertisers who crave control and want to experiment with different bid strategies, Manual CPC offers a valuable middle ground. It’s a great way to test new keywords, refine your ad group structure, or maintain a steady presence on the search engine results page without handing over the reins to Google’s automated bidding system. Just remember: to get the most out of Manual CPC, you’ll need to stay vigilant, monitoring performance, adjusting bids, and aligning your strategy with your overall campaign goals.
When deciding between Manual CPC and automated bidding strategies like Maximize Conversions or Target CPA, consider your objectives.
If your primary goal is to drive more conversions and you have enough conversion data, smart bidding strategies can often deliver better results by leveraging Google’s machine learning. But if you want to maintain strict control over your bids, test new ideas, or manage a smaller campaign with a specific budget, Manual CPC bidding can be a powerful tool in your Google Ads arsenal.
Ultimately, the best bid strategy is the one that aligns with your business goals, budget, and appetite for hands-on management. Whether you choose Manual CPC, Target Impression Share, or another automated bidding strategy, the key is to continuously monitor your campaign performance, adjust bids as needed, and ensure your ad spend is working as hard as you are.
The Strategic Matrix: When to Use Each Bid Strategy In Google Ads
As a paid search consultant who has worked with numerous clients, I am not saying Target Impression Share is useless. There are use cases for brand campaigns.
I am saying it is a specific tool for a specific job. In the accounts I manage, every campaign must have a defined role. Choosing the right target bid strategies for each campaign objective is crucial to ensure your bidding approach aligns with your business goals.
If your bid strategy doesn'’t match the campaign'’s role, you'’re basically paying Google to mismanage your budget. In PPC, misalignment = money loss.
Target Impression Share → brand defense, awareness only. For some campaign types, such as video campaigns or Performance Max, you may need to use different bidding approaches like Target CPV or target ROAS to optimize for engagement or conversions.
Manual bidding is also an option for advertisers who want more control over individual keyword bids, though it requires more active management compared to automated strategies.
Maximize Conversions / ROAS → growth, leads, revenue. For lead gen campaigns, selecting the right bid strategy can directly impact your ability to generate high-quality leads efficiently.
Recommendation: use "Target Impression Share" ONLY for:
Brand Protection Campaigns: If competitors are bidding on your company name, in Google Ads, use "Absolute Top of Page" targeting to defend your territory. In this context, the user already has high intent (they typed your business name), so visibility is the goal.
Local Awareness (Non-Conversion): If you are a plumber and simply want to ensure everyone in a 5-mile radius sees your name during a storm, this is a valid branding play, but do not expect efficient leads. But if I am consulting to you, I always talk about pros and cons and we make a decision together.
Use "Maximize Conversions / ROAS" for:
General Search: If you are targeting non-branded keywords (e.g., "emergency plumber near me"), you need the algorithm to filter for intent.
Growth Campaigns: Any campaign where your primary KPI is Revenue, Leads, or ROAS.
How to Scale Visibility Without Breaking ROI
If your goal is "“I want to get my brand out there more,"” but you don'’t want to destroy your Cost Per Lead, do not break your Search campaigns. Expand your channel mix.
1. Use Demand Gen and YouTube YouTube and Demand Gen campaigns are designed to create awareness at a significantly lower CPM (Cost Per Mille) than Search. For video ads and video campaigns, you can use maximize clicks or max clicks bidding strategies to drive as much awareness and engagement as possible within your set budget.
You can even target audiences based on affinity and in-market segments. This buys you "“Eyeballs"” cheaply, leaving your Search budget focused on "“Wallets."”
2. Keep Search Focused on "“Capture"” Search is a demand capture channel. Someone is looking for a solution; you show up to offer it. If you force visibility here, you are paying a premium for clicks that likely do not have commercial intent. Choosing the right match types and leveraging exact match keywords in your search campaigns can help you control targeting precision and budget efficiency, ensuring your ads reach the most relevant users.
When considering device targeting, remember that mobile devices may require different bidding strategies or adjustments to optimize performance and budget allocation.
Again being a top ppc consultant, working in the industry for 17 years, this would be a one on one conversation and what I would consider an advanced play.
The Fix: A Quick PPC Check You Can Do Yourself
Leads dropping while spend stays flat? That’s the classic Visibility Trap diagnostic.
The Diagnostic Checklist:
Check Campaign Goal: Is your Search campaign accidentally set to Target Impression Share?
Check Search Terms: Are you showing up for informational queries (“how to fix X”) instead of transactional queries (“hire pro for X”)?
The Pivot: Switch back to Maximize Conversions to restore ROI.
The Bottom Line:
Conversions live in Search. Protect them with Maximize Conversions or Target ROAS (for Brand Only).
Visibility lives in Awareness channels. Buy it cheap with YouTube, Demand Gen, or Display.
Mixing the two is how businesses lose money, and it’s one of the mistakes I catch in Google Ads audits.
❓ Frequently Asked Questions (FAQ)
Q: When should I use Target Impression Share in Google Ads? A: Only in brand protection campaigns (defending your name against competitors) or local awareness campaigns where visibility is the sole goal. It should never be used for growth or lead generation.
Q: Why does Target Impression Share hurt ROI? A: Because it forces Google to chase visibility quotas, not conversion signals. You end up in expensive auctions for low‑intent clicks, paying for “window shoppers” instead of buyers.
This waste isn’t just about bidding mechanics, it’s the same broken logic I expose in Are There Any Good Marketing Agencies? where activity replaces strategy and business owners pay for visibility instead of results.
Q: What'’s the difference between Maximize Conversions and Target Impression Share?
A: Maximize Conversions (or Target ROAS) tells Google to prioritize users most likely to convert, even if you don'’t appear at the #1 spot. Target Impression Share tells Google to prioritize placement, even if the audience has no intent to buy. In contrast, maximize clicks and max clicks strategies focus on generating the highest number of clicks within your budget, often used for prospecting or list building rather than direct conversions.
Q: How can I scale visibility without breaking ROI?
A: Keep Search campaigns focused on intent capture. For awareness, expand into YouTube, Demand Gen, or Display — channels designed to deliver cheap impressions without wrecking your cost per lead. If you want to reach more users on mobile devices, consider that some bidding strategies may limit manual bid adjustments for mobile, so you may need to test different approaches to ensure effective reach and cost control.
