Totally normal to feel thrown off by this—switching from Target ROAS to Max Conversions in Performance Max can seem like it’ll unlock more volume, but yeah, it often leads to a higher cost per conversion.
Here’s what’s likely going on: when you used Target ROAS, you were telling Google, “Hey, only bring me traffic that’s likely to spend enough to hit my return goal.” It was playing it safe, targeting users more likely to buy and spend.
But with Max Conversions, you’re saying, “Bring me any conversion, just as many as possible.” So Google broadens its reach—maybe toward cheaper traffic, but not necessarily better quality. That wider net? It can bring in lower-intent clicks, which explains the bump in CPA.
If you were happy with how Target ROAS was performing, honestly, it’s totally fair to switch back. Or at least try running both strategies side by side for a bit and compare. Another option: try Max Conversions with a target CPA limit, which gives you volume control without going totally open-ended.
Yes, it’s expected, but doesn’t mean it’s better. Go with what aligns with your goals—volume or return—and let the data guide you.
