---

Are you building your first Google Ads campaign?

Perhaps you have completed a Google Skillshop course, watched several tutorials and learned the basic terminology.

You understand keywords, ads and bidding.

But when you open the actual Google Ads interface, you start asking:

• Should I begin with Maximize Clicks?
• Can I start directly with Maximize Conversions?
• Should I use exact-match keywords only?
• How many conversions do I need before changing the bidding strategy?
• Can a lead-generation business use Maximize Conversion Value?
• Should my long-term goal be ROAS?
• Which conversion actions should be primary?
• How do I measure lead quality?

These are important questions.

A poorly configured first campaign can spend money on irrelevant clicks, duplicate conversions and low-quality leads.

A well-structured campaign gives Google clearer information about:

• Which users you want to reach
• Which searches matter
• What counts as a conversion
• Which leads are valuable
• How much you can afford to pay

This guide explains how to build your first Google Search Ads campaign for lead generation.

The Proposed Beginner Strategy

A new advertiser proposed the following process:

1. Start with Maximize Clicks.
2. Create a list of exact-match keywords.
3. Review campaign performance regularly.
4. Remove or adjust weak keywords.
5. Switch to Maximize Conversions after approximately 30 conversions.
6. Continue improving the keywords.
7. Switch to Maximize Conversion Value after approximately 50 conversions.
8. Assign higher values to qualified leads.

The advertiser is moving in the right general direction.

However, the strategy requires several corrections.

The most important are:

• Conversion tracking must be tested before launch.
• Maximize Clicks is optional, not compulsory.
• There is no universal 30-conversion requirement for Maximize Conversions.
• Exact match should not necessarily be used alone.
• Maximize Conversion Value can work for lead generation.
• Lead values must be based on real business outcomes.
• ROAS is useful only when conversion values are meaningful.

Let’s examine each point.

1. Configure Conversion Tracking Before Launch

Conversion tracking should not be an afterthought.

It should be configured and tested before the campaign starts spending.

For a lead-generation business, possible conversion actions include:

• Contact-form submission
• Request for a quotation
• Booked consultation
• Telephone call
• WhatsApp enquiry
• Appointment booking
• Qualified lead
• Sales-qualified lead
• Completed sale

Google uses primary conversion actions for bidding optimization and includes them in the standard Conversions column. Secondary actions are generally kept for observation.

A practical setup might be:

Primary Conversions

• Valid contact-form submission
• Qualified telephone call
• Booked consultation
• Qualified lead imported from the CRM

Secondary Conversions

• Form started
• Click on email address
• Short telephone click
• Page engagement
• Downloaded brochure
• Viewed contact page

Do not make every website interaction a primary conversion.

If page views, button clicks and form submissions are all primary, Google may optimize toward the easiest action instead of the most commercially useful action.

How to Test a Lead Conversion

Before launching:

1. Open your website in a private browser.
2. Click through the campaign’s intended landing page.
3. Submit the complete contact form.
4. Confirm that the thank-you page or success message appears.
5. Confirm that the lead reaches the correct inbox or CRM.
6. Confirm that the Google Ads tag fires once.
7. Refresh the page and check that the conversion is not duplicated.
8. Test the process on mobile and desktop.
9. Test telephone and booking actions separately.
10. Verify that the conversion status is active in Google Ads.

Enhanced conversions for leads can improve measurement by sending hashed first-party lead information to Google and connecting advertising interactions with later lead outcomes.

2. Define What a Qualified Lead Means

A contact-form submission is not automatically a qualified lead.

A submitted form may contain:

• Fake information
• Spam
• A job application
• A supplier enquiry
• A request outside your service area
• A customer with no budget
• An existing customer asking for support
• A genuine sales opportunity

Before choosing a bidding strategy, define the stages of your sales funnel.

For example:

1. Form submitted
2. Lead contacted
3. Lead qualified
4. Appointment booked
5. Proposal sent
6. Sale completed

Google recommends optimizing lead-generation campaigns toward deeper outcomes such as qualified leads, converted leads, booked appointments or quote requests.

The closer your conversion goal is to revenue, the more useful it can become for campaign optimization.

However, deeper conversion stages normally happen less frequently.

You must balance conversion quality with sufficient data volume.

3. Should a New Campaign Start With Maximize Clicks?

Maximize Clicks is an automated bid strategy that attempts to generate as many clicks as possible within the campaign’s daily budget.

It can be useful when:

• The account has little or no conversion history.
• You want to test whether keywords generate traffic.
• You need initial CPC information.
• Search volume is limited.
• You are carefully monitoring search terms.
• Conversion tracking has not yet accumulated enough reliable data.

Google’s own guidance says advertisers with new campaigns or limited conversion data may consider starting with Maximize Clicks to collect performance information.

However, Maximize Clicks has an obvious limitation:

It optimizes for clicks—not qualified leads.

A cheap click is not necessarily a valuable click.

Without careful targeting, Maximize Clicks may attract:

• Research queries
• Students
• Job seekers
• Existing customers
• Support enquiries
• Low-budget prospects
• Searches outside your service area
• Users looking for free information

How to Use Maximize Clicks More Safely

When starting with Maximize Clicks:

• Use a realistic maximum CPC limit when appropriate.
• Begin with high-intent keywords.
• Review search terms frequently.
• Add negative keywords.
• Exclude irrelevant locations.
• Separate different service categories.
• Track conversion quality.
• Avoid judging performance only from CTR.
• Do not leave the campaign unmonitored.

Maximize Clicks can help collect initial data.

It should not become an excuse to purchase unlimited low-quality traffic.

4. Can You Start With Maximize Conversions?

Yes.

Maximize Conversions uses Google’s automated bidding systems to obtain as many conversions as possible while spending the available campaign budget.

Google advises advertisers to configure conversion tracking before using a conversion-focused Smart Bidding strategy.

Starting directly with Maximize Conversions may be reasonable when:

• Conversion tracking has been tested.
• The account has useful historical conversion data.
• The conversion action represents a real lead.
• The daily budget is commercially realistic.
• Search volume is sufficient.
• The landing page has already generated leads.
• The business can respond to enquiries promptly.

It may be less suitable when:

• Tracking is unverified.
• Every button click is treated as a conversion.
• The campaign has a very small budget.
• The service has extremely low search volume.
• The selected locations are too broad.
• The account contains no relevant historical data.
• The form attracts significant spam.

The correct strategy depends on the account.

There is no bidding strategy that is automatically correct merely because the campaign is new.

5. Do You Need 30 Conversions Before Switching?

No universal rule requires a Search campaign to record exactly 30 conversions before using Maximize Conversions.

Thirty conversions may provide useful evidence, but it is not a mandatory switching threshold.

The decision should be based on:

• Tracking reliability
• Conversion frequency
• Search volume
• Conversion delay
• Campaign stability
• Lead quality
• Budget
• Cost per lead
• Business capacity

A campaign generating ten highly consistent conversions every week may be ready for automation sooner than a campaign generating 30 low-quality or duplicated conversions.

Similarly, a campaign should not remain on Maximize Clicks simply because it has recorded only 28 conversions.

Review the quality and consistency of the data—not only the total count.

Before Switching to Maximize Conversions

Check:

• Are the recorded leads genuine?
• Are conversions duplicated?
• Is the form generating spam?
• Is the campaign targeting the right location?
• Are irrelevant queries excluded?
• Is the daily budget sufficient?
• Has the campaign experienced recent major changes?
• Is the average lead cost commercially acceptable?

After switching, avoid changing the budget, keywords, goals and bidding settings every day.

Allow the campaign to adjust, while still correcting obvious errors.

6. Should You Add a Target CPA?

Maximize Conversions can be used with or without a Target CPA.

Without a target, Google attempts to maximize the total number of conversions within the campaign budget.

With a Target CPA, Google attempts to generate conversions around the average acquisition cost you specify.

Do not select an unrealistically low Target CPA.

Suppose the campaign currently generates leads for approximately $80 each.

Immediately setting a $20 Target CPA may significantly restrict delivery.

A starting target should reflect:

• Historical lead cost
• Lead-to-sale rate
• Customer value
• Gross profit
• Sales-team capacity
• Campaign volume

A realistic target is more useful than an attractive but commercially impossible number.

7. Can Lead Generation Use Maximize Conversion Value?

Yes.

The statement that Maximize Conversion Value is only for ecommerce is incorrect.

Maximize Conversion Value can be used whenever conversions have reliable and meaningful differences in value.

Google describes the strategy as a way to generate the greatest amount of conversion value within the available campaign budget.

For ecommerce, the value may be purchase revenue.

For lead generation, the value may be based on:

• Type of service requested
• Lead qualification
• Expected revenue
• Expected profit
• Customer segment
• Contract size
• Sales stage
• Completed sale

Example of Lead Values

Imagine a legal-services campaign generates three types of enquiries:

Lead Type	Close Rate	Average Profit	Estimated Lead Value
General enquiry	5%	$1,000	$50
Qualified consultation	20%	$1,000	$200
Signed client	100%	$1,000	$1,000

These simplified values help Google understand that a signed client is more valuable than an unqualified form submission.

The values should be based on real sales data—not guesses designed to manipulate reporting.

8. How to Calculate Lead Value

A simplified expected lead-value formula is:

Average customer profit × Lead-to-sale conversion rate

Suppose:

• Average profit from a new client: $2,000
• Percentage of qualified leads that become clients: 20%

Estimated qualified lead value:

$2,000 × 20% = $400

If a standard form submission has only a 5% chance of becoming a customer:

$2,000 × 5% = $100

You could therefore assign:

• Form submitted: $100
• Qualified lead: $400
• Converted customer: $2,000

This is a simplified example.

Your calculation may also account for:

• Repeat purchases
• Refunds
• Sales costs
• Fulfilment costs
• Lifetime value
• Different service margins

Google supports assigning different conversion values to lead-generation actions and using value rules when certain customers, devices or locations are more valuable.

9. Import Qualified Leads and Sales

A lead-generation campaign becomes more intelligent when Google receives information about what happened after the form was submitted.

Using enhanced conversions for leads or offline conversion imports, advertisers can send back outcomes such as:

• Qualified lead
• Appointment attended
• Proposal accepted
• Customer acquired
• Revenue generated

Google recommends using qualified-lead or converted-lead goals for this type of measurement.

Without this information, Google may see two form submissions as identical—even when one became a profitable customer and the other was spam.

Information Your CRM Should Store

Where possible, record:

• Google click identifier or relevant first-party information
• Lead source
• Campaign
• Form date
• Qualification status
• Sales stage
• Conversion date
• Revenue
• Profit or estimated value

This allows you to optimize toward business results rather than raw lead volume.

10. When Should You Use Maximize Conversion Value?

Consider Maximize Conversion Value when:

• Different leads have materially different values.
• Values are based on real business data.
• Qualified or converted leads are imported.
• Conversion values are sent consistently.
• The campaign has enough value history.
• The company wants to prioritize value rather than volume.

Google recommends waiting approximately four weeks or three conversion cycles after starting or changing conversion-value reporting before adopting Maximize Conversion Value for Search or Shopping campaigns.

When every lead is worth approximately the same amount, Maximize Conversions or Target CPA may be more straightforward.

11. When Does Target ROAS Make Sense?

Target ROAS can work for lead generation when:

• Leads have dependable values.
• Revenue or value is imported.
• Value reporting is consistent.
• The account has sufficient recent value-based conversions.
• The business has a meaningful return target.

For Search and Shopping campaigns, Google currently lists at least 15 conversions with non-zero values during the previous 30 days as an eligibility requirement for Target ROAS.

ROAS should not be your long-term goal merely because the metric sounds advanced.

When lead values are inaccurate, ROAS will also be inaccurate.

12. Exact Match vs Phrase Match

Starting with only exact-match keywords can provide tighter targeting, but exact match no longer means that the user must type the keyword in precisely the same order and wording.

All keyword match types can match close variants.

Google’s current match types include:

• Exact match
• Phrase match
• Broad match

Exact match provides the narrowest reach.

Phrase match reaches exact-match searches and additional searches containing the meaning of the keyword.

Broad match reaches the widest range of relevant searches.

A Practical Beginner Approach

Start with a controlled combination of:

• High-intent exact-match keywords
• High-intent phrase-match keywords
• A strong negative-keyword list

Broad match may be tested later when:

• Conversion tracking is dependable.
• Smart Bidding is active.
• The campaign has enough data.
• Search terms are being reviewed.
• The budget can support wider exploration.

Google states that broad match works particularly closely with Smart Bidding strategies such as Maximize Conversions, Maximize Conversion Value, Target CPA and Target ROAS.

However, broad match should not be enabled blindly in a new account.

13. Focus on Keyword Intent

Match type is only part of keyword strategy.

The searcher’s intention matters more.

Suppose a business provides paid accounting services.

These keywords may attract very different users:

• “accountant near me”
• “hire accountant for small business”
• “small business tax accountant”
• “how to become an accountant”
• “free accounting course”
• “accounting jobs”

All contain accounting-related language.

Only some demonstrate potential buying intent.

Classify keywords according to intent:

High Commercial Intent

• Hire
• Book
• Request quote
• Company
• Agency
• Consultant
• Service
• Near me
• Cost
• Price

Informational Intent

• How to
• What is
• Guide
• Examples
• Course
• Training
• Jobs
• Salary
• Free

Informational searches are not always useless.

However, a lead-generation campaign with a limited budget should normally prioritize searches suggesting that the user is ready to contact a provider.

14. Review the Search-Terms Report

Keywords are what you target.

Search terms are what users actually type.

Review the search-terms report to find:

• Relevant queries
• New keyword opportunities
• Irrelevant traffic
• Competitor terms
• Employment searches
• Free-service searches
• Research queries
• Locations you do not serve
• Existing-customer support searches

Add irrelevant terms as negative keywords.

Google provides broad-, phrase- and exact-match options for Search campaign negatives, although negative match types behave differently from positive keywords.

Do not add a negative keyword without checking whether it could block valuable searches.

15. Match Keywords, Ads and Landing Pages

A strong campaign creates a clear connection:

User intent → Keyword → Ad → Landing page → Form

For example:

Keyword: emergency commercial plumber
Headline: 24/7 Commercial Plumbing Service
Landing page: Commercial emergency plumbing
Call to action: Request immediate assistance

A weak structure might send the same user to a generic homepage covering residential repairs, installations, careers and company history.

The visitor should immediately understand:

• What service you provide
• Whether you serve their location
• Why they should trust you
• What happens after submitting the form
• How to contact you
• What action to take next

16. Build Strong Responsive Search Ads

Responsive Search Ads allow advertisers to provide multiple headlines and descriptions. Google then tests different combinations to show messages that may be more relevant to individual searches.

Your headlines can address:

• Main service
• Location
• Customer problem
• Key advantage
• Experience
• Availability
• Call to action

Your descriptions should explain:

• Who the service is for
• What is included
• Why the business is different
• What the user should do next

Avoid repeating the same message in every headline.

Provide enough variety for Google to create meaningful combinations.

17. Add Relevant Google Ads Assets

Google recommends enabling the asset types that are relevant to your business goals. Assets provide additional information and ways for users to interact with an advertisement.

Useful Search assets may include:

• Sitelinks
• Call assets
• Callouts
• Structured snippets
• Location assets
• Price assets
• Promotion assets
• Image assets
• Lead-form assets

Sitelink Examples

• Our Services
• Pricing
• Case Studies
• About Us
• Contact Us
• Book a Consultation

Sitelinks can direct users to specific pages on the website rather than sending every visitor to the same destination.

Structured Snippet Examples

Services: Audits, Consulting, Setup, Management
Types: Residential, Commercial, Industrial
Destinations: Dubai, Abu Dhabi, Sharjah

Google recommends providing enough relevant values and using multiple suitable structured-snippet sets where appropriate.

Lead-Form Assets

Lead-form assets allow users to submit information directly from an eligible advertisement.

They can reduce friction, but you must still evaluate lead quality.

A larger form volume does not automatically mean stronger business performance.

18. Improve Your Landing-Page Form

The lead form should be easy to find and complete.

Ask only for information you genuinely need.

Possible fields include:

• Name
• Work email
• Telephone number
• Company
• Required service
• Location
• Approximate budget
• Message

A form with only a name and telephone number may generate more submissions but less qualification information.

A very long form may reduce conversion volume.

Balance form completion rate with sales usefulness.

Also provide:

• A clear headline
• Service explanation
• Testimonials or case studies
• Trust information
• Response expectations
• Privacy information
• Alternative contact methods
• Mobile-friendly design

19. Measure CTR—but Do Not Optimize for CTR Alone

CTR shows the percentage of impressions that resulted in clicks.

A stronger CTR may indicate that the ad is relevant and appealing.

However, a high CTR does not prove that the campaign is profitable.

A campaign can produce:

• A high CTR
• Cheap clicks
• Many form submissions
• No qualified leads
• No sales

Evaluate:

• Cost per qualified lead
• Lead-to-appointment rate
• Lead-to-sale rate
• Revenue
• Profit
• Customer acquisition cost

CTR is a useful diagnostic metric.

It is not the final business objective.

20. A Practical First-Campaign Roadmap

Here is a stronger version of the proposed campaign plan.

Stage 1: Measurement and Preparation

Before launching:

• Configure conversion tracking.
• Test every important action.
• Define a qualified lead.
• Connect the CRM where possible.
• Research high-intent keywords.
• Create negative-keyword lists.
• Build focused landing pages.
• Create responsive Search Ads.
• Add relevant assets.
• Confirm location and schedule settings.

Stage 2: Controlled Launch

Choose either:

Option A: Maximize Clicks

Use this when the account has little data and you want controlled initial traffic.

Monitor:

• CPC
• Search terms
• CTR
• Lead volume
• Lead quality
• Location performance

Option B: Maximize Conversions

Use this when tracking is dependable and the campaign has access to useful conversion signals.

Avoid starting with an excessively restrictive Target CPA.

Stage 3: Optimize for Genuine Leads

After collecting reliable data:

• Remove irrelevant queries.
• Add strong search terms as keywords.
• Pause consistently wasteful keywords.
• Improve ads.
• Improve landing pages.
• Review devices, locations and schedules.
• Confirm that conversions are genuine.
• Switch to or continue Maximize Conversions.

Do not wait for an arbitrary number when the campaign is already producing stable, trustworthy data.

Stage 4: Import Qualified Outcomes

Send back:

• Qualified leads
• Appointments
• Opportunities
• Converted customers
• Revenue

Use enhanced conversions for leads or offline conversion imports.

Stage 5: Introduce Value-Based Bidding

Consider Maximize Conversion Value when:

• Lead values differ.
• Values are accurate.
• The CRM is integrated.
• Value data is consistent.
• The campaign has sufficient history.

Consider Target ROAS after the campaign satisfies Google’s eligibility and the business has a defensible return target.

Common First-Campaign Mistakes

Tracking Only Page Views

Page views do not show whether a user became a lead.

Making Every Action Primary

This can cause bidding to optimize toward easy but unimportant actions.

Using Exact Match Without Reviewing Search Terms

Exact match can still trigger close variants.

Waiting for Exactly 30 Conversions

The number is not a universal rule.

Switching Strategies Every Few Days

Frequent changes can make campaign performance difficult to evaluate.

Treating Every Lead as Equal

A spam form and a signed customer are not equally valuable.

Using ROAS Without Reliable Values

ROAS is meaningless when conversion values are arbitrary.

Ignoring the Landing Page

Google Ads cannot repair a confusing form or weak sales message.

Optimizing Only for CTR

Clicks are not qualified leads.

Frequently Asked Questions

Should My First Google Ads Campaign Use Maximize Clicks?

It can be a sensible starting strategy for a campaign with little conversion history.

However, it must be combined with focused keywords, search-term reviews, negative keywords and accurate conversion tracking.

Can I Start Directly With Maximize Conversions?

Yes.

When conversion tracking is properly configured and the campaign has meaningful conversion signals, Maximize Conversions can be used from the beginning.

How Many Conversions Do I Need Before Switching?

There is no universal requirement of exactly 30 conversions for Maximize Conversions.

Evaluate tracking accuracy, volume, lead quality, budget and stability.

Is Maximize Conversion Value Only for Ecommerce?

No.

Lead-generation businesses can use value-based bidding when different leads have accurate and meaningful values.

Qualified and converted lead data can be imported from a CRM.

Should a Lead-Generation Campaign Use ROAS?

ROAS may be useful when lead or customer values are reliable.

When every form submission has an arbitrary value, Target CPA may be more understandable and dependable.

Should I Use Exact Match Only?

Not necessarily.

A controlled combination of exact and phrase match can help a beginner balance precision and reach.

All match types can match close variants.

Are Ad Assets Important?

Yes.

Google recommends enabling relevant asset types because they provide more information and engagement options alongside the main advertisement.

Should Add-to-Cart, Page Views or Button Clicks Be Primary?

For lead generation, primary conversions should represent commercially meaningful lead actions.

Smaller interactions can normally remain secondary unless they serve a deliberate campaign objective.

What Is the Best Long-Term Strategy?

A strong long-term process is:

1. Track genuine leads.
2. Improve traffic quality.
3. Optimize for conversions.
4. Import qualified-lead data.
5. Assign reliable values.
6. Optimize for lead value or ROAS when justified.

Final Thoughts

The proposed beginner strategy is moving in the right direction.

Starting with Maximize Clicks can help collect initial traffic data.

Moving to Maximize Conversions can help prioritize lead generation.

But do not follow rigid rules such as:

• Always use exact match.
• Always wait for 30 conversions.
• Switch to value bidding at exactly 50 conversions.
• Never use conversion value for lead generation.

A stronger strategy is based on data quality.

Your first campaign should connect:

1. High-intent searches
2. Relevant keywords
3. Persuasive advertisements
4. Useful ad assets
5. A focused landing page
6. A simple lead form
7. Accurate conversion tracking
8. Qualified-lead feedback
9. Real business value

The more accurately Google understands your valuable outcomes, the better opportunity its bidding system has to pursue the right users.

Need Professional Google Ads Assistance?

AARSWEBS provides Google Ads audits, campaign setup, keyword research, conversion tracking, enhanced conversions for leads, landing-page guidance and ongoing PPC management.

Its Google Ads management service focuses on campaign strategy, accurate tracking, lead quality, conversion-rate guidance and clear reporting.

Visit AARSWEBS.com to request a professional Google Ads audit, setup or management service.