Google Ads tROAS Or tCPA Bidding Strategy

tCPA or tROAS for lead gen? Going after the form fills, and then the contact center rings the user. Personally speaking for lead generation, tROAS is, if you can let Google know the actual conversion value of a lead, and it can be done through offline imports, then Google will know exactly how much each lead value is. Because if it's a tCPA, then you're going on average. You can do it two ways. One, let's say every time you get a lead, it cost you $100 and 10 conversions. That means it cost you $1000, Right? To acquire a customer. But every time somebody becomes a customer, some people may spend $2000, and some may spend $5000. So Google needs to know.

So what you do is you either make an average that every lead, the value of a lead, every time you get a lead, you are potentially earning $2000 or $1500 or whatever, then you can carry on running at tCPA. If you can bring that conversion value back into Google Ads, that's the best way and the most scientific way of doing this. Google will know this keyword, this attribute, and this campaign is the most profitable. And then you keep putting the maximum budget into that campaign because you know that keyword is my golden nugget keyword. I don't want to lose any impression share, because every time I get a conversion, I get the best from it. So that would be my recommendation for that.

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