In this video Aaron Young addresses the common belief that advertisers must wait until they achieve at least 30 conversions per month before switching a Google Ads campaign from Maximize Clicks to Maximize Conversions (or Maximize Conversion Value). He explains that while the 30‑conversion benchmark is a useful rule of thumb, it isn’t an absolute barrier. Using a real‑world client case study, he shows a business that was consistently generating only 12‑15 conversions per month and was already budget‑constrained. The account was switched to Maximize Conversions in late October. Initially, performance was flat, but after about eight to nine weeks the campaign delivered 39 conversions, a substantial increase. This lift came with a notable rise in cost‑per‑click (CPC) – from roughly $2.66 to $4.47 – and a temporary increase in cost‑per‑conversion, which later fell as a target CPA was introduced. Aaron emphasizes that the success depended on the business owner’s full buy‑in and willingness to wait for the algorithm to gather enough data. He warns that moving to Maximize Conversions before reaching 30 conversions can take several weeks (around 8‑9 weeks in this example) before becoming profitable, and that advertisers should be prepared for higher CPCs and a period of adjustment.
Chapters
What happens if you can't get more than 30 conversions a month inside of your Google Ads campaigns? Does this mean that you can never move across to Maximize Conversions? This is a question we get a lot, and let me give you the answer because yes, it is true that the best option is to wait until you're getting 30 conversions until you move over from Maximize Clicks to Maximize Conversions or Maximize Conversion Value. But what happens if you can't hit that 30 conversions a month benchmark? And what happens if you do just switch over to Maximize Conversions. Let me show you what can happen. Now it's important to note that it's not necessarily a bad thing. And in this case, which I'm about to show you, is that this business was getting consistently 12 to 15 conversions a month. So they just couldn't break that 30 conversions a month barrier. Now for this business, what we ended up doing is we ended up moving to Maximize Conversions in the last week of October. And you can see, so they'd had 14 conversions that month and 12 conversions the month before. So they, they weren't going to be able to really break above that 30 conversions. And the reason why we knew that is because they're maxing out their budget. So what we did is that we did go through and we actually made the change, and we made the change here. And what I want to show you is that nothing really happened in November. They went up slightly in December, but then 2 months after that change, they went up to 39 conversions, and then they haven't gone back since then. But it is also important to note that they saw that big jump in CPC. So CPCs went up from $2.97 up to the next month up to $3.97. And when we break over to the weekly, I'll show you in through here. Let's go CPC. You can see that when they made that change, went from $2.66 up to $4.47. So a pretty significant change. Now, long story short, you can see from here is that this cost per conversion has actually been able to come down. We've since then introduced a target CPA And ultimately adding in the Maximize Conversions was a positive. But it was really important to note, and the reason why it worked for this account, because the owner was 100% on board. And one of the biggest mistakes I see when people do move over to Maximize Conversions before they've got those 30 conversions running through their account is that it can take— in this case, it took a good 8 weeks before it was a net positive. So yes, they were still getting more conversions and they're still having good months in their business, but the business owner knew their data. So it's really important to note that if you are going to make that change and move over to maximize conversions before you've got those 30 conversions a month, just know that it can take— like in this case, it took a good 9 weeks before the business actually saw a net benefit from making that change.
