Maximize Conversions
Automated bidding that gets the most conversions your budget allows, with no fixed cost target — a solid default while you build data.
What it means
Maximize Conversions automatically sets bids to get the highest number of conversions possible within your budget, with an optional target CPA you can layer on once you have one in mind. Unlike Target CPA, it doesn't require you to specify a cost goal up front.
Why it matters
This is a common, reasonable starting point for a campaign that has some conversion tracking in place but not yet enough history or confidence to commit to a fixed cost target — it lets the system optimize toward results while you build up the data a more targeted strategy would need.
ask datanephew
Should I add a target CPA to my Maximize Conversions strategy yet?
Ask datanephew how consistent your recent cost per conversion has been. If it's been stable for a while, adding a target CPA close to that number is a reasonable next step; if it's still swinging widely, it may be worth waiting.