Lead Conversions Assigned Revenue Values
One or more lead-style conversion actions (form submits, demo requests, signups) are configured with monetary values. Unless the team has consciously assigned a "lead value" for value-based bidding, this is almost always accidental: a sale-conversion template was copy-pasted and the value field was forgotten. The result is Smart Bidding treating leads as direct revenue and over-prioritising lead campaigns against actual sales.
Why It Matters
Value-based bidding (tROAS, Maximize Conversion Value) sums conversion values across all Primary actions when optimising. If a lead action carries a $100 value alongside a $129 purchase, the algorithm sees both as comparable revenue events. The lead is almost always less valuable than the purchase. The actual closing rate is usually 5-20%. so treating them as equal pushes budget toward lead campaigns at the expense of sales campaigns. The intended pattern for lead-value-based bidding is to assign a calculated value (lead × closing rate × average sale) so the lead value approximates the revenue contribution, not the eventual sale revenue. AdLint flags lead-style categories with unexpected values; the team should either remove the value or document the calculation behind it.
How To Fix It
- AdLint's details list each lead-style action with values and the value range.
- Decide for each: is this an intentional "lead value" set to a calculated approximation (lead × closing rate × ARPU)? If yes, document the calculation.
- If accidental: in Tools & Settings → Measurement → Conversions, edit the action and change Value to "Don't use a value" or set a default that reflects expected lead revenue (typically $5-$50 per lead, not full-purchase amounts).
- Re-test conversion imports and bidding behaviour after the change.
Example
Problem: Lead - Demo Request configured with value = $129 (copied from purchase template)
Fix: change to "Don't use a value," OR calculate lead value (e.g. 10% close rate × $129 = $12.90 lead value).Google Ads lead-style conversion actions configured with monetary values inconsistent with typical lead-value methodology. Google's value-based bidding documentation, lead values should approximate the revenue contribution of a lead (closing rate × average sale), not the full sale amount. Misconfigured lead values cause Smart Bidding to over-prioritise lead campaigns against actual sales campaigns. Fix: remove values from lead actions or document a clearly-calculated lead-value methodology. Source: support.google.com/google-ads/answer/13064107.
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References
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