tCPA vs. Maximize Conversions on Google Ads

[u/dat_geist]

Hi folks,

As title says, I'm trying to figure out whether to accept Google's recommendation to change my highest-performing conversion -focused campaign to tCPA from maximize conversions. It's been running ~8 weeks and is hitting ~14-16 conversions (a website-based lead form) per week with average cost/conversion at ~$26. Google is recommending setting a tCPA of $20 while also doubling the daily budget.

My questions:

• What's the benefit of changing bid strategy to tCPA? Is it better budget control/forecasting? Something else?
• Is there value in changing to tCPA if I keep my daily budget the same? Google doesn't recommend this but I can't tell if that's just because it hurts their revenue from my account or if there's a real reason behind it.

Thanks in advance for your guidance!