Primary conversions feed Smart Bidding and appear in the main column; secondary conversions only show in reporting and don't influence bids. Set purchase conversions as primary for e-commerce, and less critical actions like calls as secondary.
I'm going to explain the difference between primary and secondary conversions and how you should be setting those up in your account for the long term success. Primary actions these are conversion actions that are reported in the conversion column. This is used for bidding. Secondary actions these conversion actions are for observation only. They're used for reporting in the all conversion columns in your reports, but not for bidding. So for E commerce I always recommend your purchase being set to primary. That's what you're looking to do is make money right from those buyers. So we want our bidding, especially when you're using smart bidding, to be learning off of that purchase data that you get. And the more data you give it, the better your smart bidding is going to act as well calls or another good one if they matter to you. If calls are not as important then I would set calls to secondary. We have generated over $50 million in revenue for our clients using Performance Max campaigns. We decided we're going to download our Knowledge of Performance Max campaign into a free, easy, practical course and just give it away to the community. Go grab this free course and I'll see you inside.
Google Ads Negative Keywords: The RIGHT Way to Find and Add Negatives in 2026
