Maximize clicks or Maximize conversions on a new Google Ads account?

What each one does

• Maximize clicks is, in Google's words, "an automated bid strategy that adjusts maximum cost-per-click (CPC) and sets your bids to help get as many clicks as possible within your budget." You can set a maximum CPC limit so a single click never costs more than you choose.
• Maximize conversions "uses Google's AI to set bids to help get the most conversions for your campaign while spending your budget". Google's rule: "you must set up conversion tracking to use this strategy".
• Both try to spend the whole budget.

The trap with clicks

Maximize clicks is happy with cheap clicks, and cheap clicks are often the least interested people. The campaign can look busy for weeks with no sales, because the strategy was never looking at sales.

On a new account

1. Set up conversion tracking and make sure the actions are primary. Test it with your own form or a test order.
2. If you start on Maximize clicks, put a max CPC limit on it and read the search terms every few days.
3. Once conversions are being recorded, switch to Maximize conversions. Leave targets (Target CPA) for later, when you know what a conversion really costs you.

Why not a target from day one

Since August 17, 2026, Google makes budget-limited campaigns with a Target CPA or Target ROAS deliver close to the target you set. A target you guessed on a new account is a target the system will now actually aim for.