Nearly every ROAS number in a personal injury firm’s Google Ads account is a forecast. Google records the click and the call. With the right imports, it even receives the signed retainer. In most injury cases, it never receives the fee that arrives when the case resolves. That one missing number affects almost every pro and con of Target ROAS for personal injury attorney Google Ads campaigns.
Target ROAS asks Google to return a set amount of conversion value for every dollar you spend. Google’s help page on Target ROAS bidding explains that the strategy predicts the value of each possible conversion and raises bids where that value looks high. For an online store, value means a purchase total that posts within seconds. For your firm, value means an estimate about a case that may take months or years to pay. This article explains what the strategy does well, where it fits contingency-fee work poorly, and how to tell whether your account is ready.
Legal Leads Group (LLG) runs Google Ads for injury firms across the country. Attorneys, accountants, developers, and programmers founded the company. The team also sets up offline imports that report qualified leads and signed retainers from a firm’s intake records to its ad account. Those imports give Google Ads real case data, and value bidding depends on that data.
Thinking about moving your injury campaigns to Target ROAS? Call Legal Leads Group at (805) 273-8791 for a free consultation before you switch bid strategies.
How Target ROAS Bidding Works in a Personal Injury Law Firm’s Google Ads Account
Google renamed this strategy in June 2026. “Maximize conversion value with a Target ROAS” now appears as plain “Target ROAS,” and Google states that the bidding behavior did not change. If your firm runs Google Ads for personal injury cases, expect to see the old name in older reports and documentation.
You tell Google how much value you want back per dollar. The bidder then sets a bid for each search based on the value it predicts that search will bring. A search that looks likely to produce a high-value case gets a higher bid. A search that suggests a low-value inquiry gets a lower one.
The ROAS Fraction Google Bids Against
Return on ad spend is a fraction. Conversion value goes on top, and ad cost goes on the bottom. Multiply that fraction by 100 to get the percentage Google uses for targets. Say a firm spends $20,000 on Google Ads in a quarter and reports $60,000 in expected fees from the cases those ads produced. Its ROAS is 300%. The cost and value sections below cover each half of that fraction separately.
What a 500% Target Means in Case Value per Ad Dollar
Google’s own example uses $5 in value for every $1 you spend, which works out to a 500% target. For an injury firm, that $5 is whatever your conversion actions report, which may not match any dollar amount the firm ever collects. If your signed retainer action reports an expected fee, a 500% target asks for $5 of expected fee per ad dollar. If it reports a lead score, the 500% has no dollar meaning at all. Agree on the unit before anyone in the firm judges the number.
The Cost Half Google Measures at the Click
Google has the bottom of the fraction as soon as someone clicks. It records every click cost and ties it to a keyword, a search, a device, and a time. That precision matters in legal advertising. WordStream by LocaliQ’s 2026 study lists legal services at an average of $9.87 per click, higher than every other industry it measured. That average blends Google and Microsoft search ads, so use it as a market reference and judge your account by its own costs.
The Value Half Your Intake Team Reports Later
The top of the fraction works differently. Google knows only what your firm tells it, and only when your firm tells it. A form fill can report a value within seconds. A signed retainer might report days or weeks later, after an attorney reviews the facts and the client signs. Picture a rear-end crash lead that calls on a Monday. Intake books a consultation for Thursday, the attorney accepts the case the following week, and the client signs that Friday. Google learns about every step after that first call only through your import. This timing difference causes several of the cons later in this article.
Target ROAS Compared With Maximize Conversion Value and Target CPA
Injury firms usually weigh three strategies. Target CPA pursues the most conversions it can get at an average cost you choose, and it treats every conversion as equal. Maximize conversion value spends your full budget pursuing the most total value, and it has no efficiency goal. Target ROAS adds an efficiency goal on top of value bidding. Google’s guide to value-based bidding gives a simple test. If conversion volume matters most, Target CPA fits better. If different conversions carry very different worth to your firm, value bidding starts to make sense. A firm that signs rear-end collision cases and catastrophic trucking cases from the same campaigns usually meets that condition.
The Pros of Target ROAS for Personal Injury Attorneys Who Track Case Value
Picture a rider who searches “motorcycle accident lawyer broken leg” from a hospital bed. Under Target CPA, that search gets a bid based on its odds of converting. Under Target ROAS, Google can bid more on it, as long as your firm has reported higher values for motorcycle injury cases in the past.
Every advantage below depends on a firm that knows which cases are worth more and reports that difference to Google every day. When the values your firm reports are sound, Target ROAS can move more of the budget toward the case types that produce most of your fees.
Bids That Follow Case Type Instead of Lead Count
When 10 conversions carry 10 different values, Target ROAS bids toward the mix that returns the most value per dollar. Target CPA would count those same 10 as equal. For an injury firm, case type accounts for most of that spread. A catastrophic trucking case, a dog-bite claim, and a property-damage call rarely produce the same expected fee. Value bidding lets the account act on that difference.
A Truck Crash Search and a Fender-Bender Search on the Same Keyword
Say a truck crash search and a fender-bender search match the same broad keyword in the same campaign. Target CPA bids on each one based on how likely it is to convert. Target ROAS also predicts how much the conversion will be worth if it happens. When your account has reported higher values for truck cases, the truck search can receive a higher bid even when its conversion odds look identical. The fender-bender search gets a smaller bid.
Auction Signals That Replace Manual Bid Adjustments
Google’s Target ROAS help page lists the signals the strategy reads at auction time, including device, browser, location, time of day, and remarketing list membership. Manual bid adjustments stop applying once you switch to Target ROAS. The one exception is a -100% device adjustment, which still blocks that device completely. A firm that used to raise bids 30% at night for crash searches no longer needs that rule, because the bidder already uses time of day as a signal.
Portfolio Strategies Across Car, Truck, and Motorcycle Campaigns
Many injury accounts split campaigns by case type. That lets each campaign match its ad copy to its own landing page, yet it also leaves each campaign with fewer conversions to learn from. A portfolio strategy lets several campaigns share one Target ROAS, so the bidder learns from all of them together. The Target ROAS help page says portfolio strategies optimize campaigns, ad groups, and keywords collectively and may offer better performance when you do not need individual ad group targets.
One Shared Target for Several Injury Campaigns
Imagine a firm with separate campaigns for car, truck, and motorcycle crashes. On its own, the motorcycle campaign might record only a handful of signed cases a month, which gives Google very little to work with. Inside a portfolio, those conversions combine with conversions from the car and truck campaigns under one shared target. Google also allows separate ad group targets, but it warns that they can restrict Smart Bidding and does not recommend them.
Why Google Discourages Bid Limits on Portfolio Strategies
Search portfolio strategies can include maximum and minimum bid limits, and those limits apply only to Search Network auctions. Google advises against them because limits restrict how the bidder sets each bid. A $150 cap can keep your bid too low to win the high-value auctions for catastrophic injury searches that make Target ROAS worth using. If you want protection, compare actual ROAS with average target ROAS in the bid strategy report instead of capping every bid.
Smart Bidding Exploration for Target ROAS Search Campaigns
Smart Bidding Exploration works with Target ROAS, and Google’s setup guide covers Search campaigns. Google announced Exploration in May 2025 and described it as its biggest bidding update in over a decade. It lets the bidder accept a lower return on some searches so it can test less obvious queries your keywords rarely reach. Campaigns using it saw, on average, 18% more unique search query categories with conversions and 19% more conversions, according to Google. Those figures come from Google’s internal data on global campaigns between March 11 and April 11, 2025. Read them as Google’s numbers, not as legal industry results.
How a 10% ROAS Tolerance Lowers the Effective Target
You turn Exploration on in campaign settings or in a Search portfolio strategy and then choose a ROAS tolerance. The tolerance lowers your effective target. In Google’s example, a 200% target with a 10% tolerance produces a 180% effective target. Google’s Smart Bidding Exploration best-practices page suggests starting at 10% and running a campaign experiment, so you can separate the feature’s effect from normal changes in demand. The same page says Exploration will not be effective when a campaign shows a Limited by budget status.
Slip-and-Fall and Workers’ Comp Searches Under Broad Targeting
Google recommends pairing Exploration with broad targeting such as broad match, Dynamic Search Ads, or AI Max. On a motor vehicle accident campaign, that wider reach can show your ads on slip-and-fall, workplace injury, or medical malpractice searches. Some deserve a negative keyword. Other searches come from real crash victims. A delivery driver in a collision during a work shift may have a third-party auto claim. So review the search terms report before you exclude any query that mentions work. An exact match negative on “workers comp” removes only that bare query and leaves “workers comp car accident lawyer” alone. Phrase match negatives such as “slip and fall” and “trip and fall” block those case types more safely than one-word negatives. One-word negatives on “fall” or “trip” would block real crash queries, including “Fall River car accident attorney” and “Uber trip accident lawyer” searches. The search terms report would never show those blocked queries.
Conversion Value Rules for Location, Device, and Audience
Conversion value rules let you raise or lower reported values for certain locations, devices, or audiences. Smart Bidding uses the adjusted values in real time for Target ROAS and Maximize conversion value. A firm whose closed files show stronger results in its home county could raise values for searches from that county. Google adds one caution. Smart Bidding already reads location, device, and audience signals, so a value rule may duplicate an adjustment the bidder makes on its own. Use a rule only when your closed-case data shows a difference the bidder cannot learn by itself, and write down why you set it.
The Cons of Target ROAS for Personal Injury Law Firms Whose Fees Arrive Months Later
Target ROAS has to bid without the one number that tells you whether a case paid the firm anything. Most cons below come from the value half of the fraction. The cost data is fast and exact. The value data is slow, sparse, and mostly estimated. Target ROAS performs only as well as the values it receives, so review these weaknesses closely.
Injury firms can still use Target ROAS if they plan for each limit below in advance. A firm that waits for its first bad month to plan has already spent that month’s budget on weak values.
The Contingency Fee Usually Arrives Too Late for Google
An injury firm cannot report its contingency fee at signing, because the fee depends on a recovery that has not happened yet. Whatever your firm uploads at signing is a prediction it makes with incomplete facts. Google bids on that prediction as if it were final. The quality of your Target ROAS campaign depends on how well your firm estimates value on the day a case begins. Build a useful estimate from closed files, apply one consistent formula to every case of the same type, and update it on a set schedule.
Offline Import Windows and the Long Wait for a Fee
Google’s offline conversion import guidelines exclude any conversion you upload after 90 days have passed since the last click. Enhanced conversions for leads allows 63 days. Many injury cases stay open through months of medical treatment before a demand letter goes out, so the fee usually arrives after both windows close. The signed retainer is the last event most firms can still report in time. Some firms also import an earlier stage, such as a completed intake or a qualified lead. That way, those firms report a valued conversion for more leads inside the window. A separate LLG article explains which intake stages to import into Google Ads and how the import windows affect late-signing cases.
The 7-Day Adjustment Window for Restated Conversion Values
Google does let you change a value after upload. A restatement replaces the old value, and a retraction removes the conversion. Google’s conversion adjustment guide gives you up to 7 days after Google first records a conversion for the change to reach automated bidding. Outside that bidding window, Google accepts adjustments within 54 days. After that first week, a restated value may update your reports without ever reaching the bidder.
When a Soft-Tissue Claim Becomes a Surgery Case
A client signs with a soft-tissue neck injury and no imaging, so your firm uploads a modest expected fee. Six weeks later, an MRI shows a herniated disc, and the treating surgeon recommends fusion surgery. The file now looks very different, but the 7-day adjustment window closed weeks ago. The bidder still learned from the modest number. A restatement in week six may change your reports, but it arrives too late for bidding.
When Policy Limits Cap a Clear-Liability Case
Values can also move in the other direction. A client signs after a red-light crash with clear liability and serious injuries, so your firm uploads a strong expected fee. Then the at-fault driver turns out to carry only state-minimum policy limits, with no other coverage available. The realistic fee drops, yet the bidder already learned from the higher number and may keep paying more for similar searches.
Signing Volume Below Google’s Conversion Minimum
Target ROAS needs data, and injury firms sign cases slowly compared with businesses that sell online. Google sets a 15-conversion minimum for Target ROAS, and it prefers conversions that report within 7 days of the click. A small or midsize firm can miss both at the signed retainer stage, even if the practice is healthy. That shortfall leads many firms to an earlier stage of the funnel.
The 15-Conversion Minimum at the Signed Retainer Stage
Google’s value-based bidding guide says a Target ROAS strategy should have 15 or more conversions over the past 30 days. The guide counts that minimum at the conversion tracking level rather than per campaign. If signed retainers are the only action you bid on, a conservative reading counts only those. If your firm signs 9 cases a month from Search, the signed retainer action falls short on its own. Google’s measurement tips say to judge bidding over at least 2 full conversion cycles and, for a clearer view, a month or 50 conversions. At 9 signed cases a month, one month of data holds only 9 signatures, so treat early results with caution.
Conversion Delays Longer Than 7 Days Slow the Ramp-Up
Google recommends a conversion delay under 7 days for value bidding. The value-based bidding guide warns that the initial ramp-up may take several months in two situations. One is when no conversion data arrives within 7 days of the click. The other is when every conversion takes longer than 7 days to reach Google Ads. Signed retainers often arrive more than a week after the click once you count callbacks, medical record requests, and attorney review. This delay is one reason to bid on a qualified lead instead.
High Targets Shrink Case Volume
The Target ROAS help page warns that a target that is too high may limit your ads’ traffic. That warning matters more in injury work, where a single missed wrongful death case can be worth more than a month of cheap clicks. A 600% target on a campaign that earns 350% tells the bidder to skip auctions it could have won, which can cut case volume. A Google budget update and the wait after each target edit both affect how you set the target.
Budget-Limited Target ROAS Campaigns After Google’s August 2026 Update
On August 17, 2026, Google changed how target-based strategies bid when a campaign shows a Limited by budget status. Before the update, some of these campaigns beat their targets and then saw uneven performance after budget edits. Now they aim more consistently at the target you set. Google’s page on changes to target-based bid strategies uses Target CPA examples, but the change covers Target ROAS too. A budget-limited campaign earning far above its ROAS target can move closer to that target. Google leaves your targets and budgets alone, so any change is yours to make. The Target ROAS help page also lists a Bid Target Adjustment Tool, available since July 6, 2026, for reviewing targets around this change.
Each Target Edit Starts a New Wait of 1 to 2 Conversion Cycles
Google says the bidder reacts to a new target right away and suggests allowing 1 to 2 conversion cycles for it to reach the target. A conversion cycle is how long a typical click takes to turn into a conversion. If your signed retainer action averages 3 weeks from click to signature, each target edit can take 6 weeks to judge fairly. The value-based bidding guide also advises against changing the ROAS target more than once within a single conversion cycle. A firm that edits its target every Monday rarely learns what any single change did.
Client Outcome Uploads and Attorney Confidentiality Rules
Reporting a signed retainer to Google tells an ad platform that a specific person became your client. Enhanced conversions for leads hashes the email address or phone number before it leaves your system. Even so, the upload ties a real person to a legal matter. ABA Model Rule 1.6, the confidentiality rule, bars a lawyer from revealing information relating to a client’s representation unless the client gives informed consent or another exception applies. Each state has its own version of that rule, and the details differ. Have the attorney who handles ethics compliance review the upload process, your intake disclosures, and your privacy policy before case outcomes go to Google. This article does not constitute legal advice.
How Personal Injury Lawyers Set Conversion Values for Smart Bidding
A common value mistake is entering settlement amounts. A $300,000 settlement does not put $300,000 into your firm’s operating account. Your firm keeps its fee share, minus anything that goes to another firm in a split. Some signed cases pay nothing at all. Report the gross number, and your ROAS column overstates your return by a wide margin.
Google accepts real economic values or proxy values, such as a lead score, as long as you report at least two different values. Dollar values make the ROAS percentage mean something your managing partner can read in a monthly report.
A dollar-based expected fee for one case type starts from four inputs.
- Your average fee percentage, which combines your agreement’s tiers with how often that case type resolves at each one
- Average recovery in your closed files where that case type produced a fee
- Share of signed cases of that type that produced any fee at all
- Share of each fee your firm keeps after referral or co-counsel splits
Multiply all four together to get an expected fee per signed case. ABA Model Rule 1.5(c) already requires a written contingency agreement that states the percentage or percentages for settlement, trial, or appeal and how expenses come out of the recovery. The fee percentages should come straight from your own agreements, and the weighting from your closed files. Some firms also adjust the value at signing for injury severity.
Fee Share Comes Before Gross Settlement
Your firm’s value per case is its fee share, and the client’s gross settlement is a different number. Gross figures still end up in ad accounts through CRM fields with names like “case value” or “settlement amount.” Check which field your import actually reads. If it pulls the gross figure under a one-third fee, your Target ROAS is pursuing a number three times what your firm keeps. With values that high, the bidder treats each click as worth three times its real value and bids accordingly.
Referral and Co-Counsel Splits Reduce the Firm’s Value
When your firm refers a case out or brings in co-counsel, it splits the fee with another firm. ABA Model Rule 1.5(e) sets conditions for that division between lawyers in different firms. The rule requires either a division in proportion to the services each lawyer performs or joint responsibility for the representation. It also requires the client’s agreement to each lawyer’s share, written confirmation of that agreement, and a reasonable total fee. Your Google Ads value should reflect your firm’s portion alone. A trucking case you plan to co-counsel with a trial firm may bring a large total fee and a much smaller share for you.
Averages Must Include Signed Cases That Pay Nothing
Some signed cases end with no recovery. Liability evidence never develops, the client stops treating, or the firm withdraws. If your average comes only from cases that paid, every signed case looks more valuable than it is. Either average across all signed cases of each case type, including zero-fee files, or multiply the paying-case average by the share that paid. Both methods produce the same expected value and keep the target realistic. A firm that tracks only the cases it won will overstate every value it sends to Google.
The Funnel Stage That Carries the Value
Google’s value-based bidding guide recommends choosing one stage of the lead-to-client funnel for bid optimization. If the final outcome takes too long, Google suggests an earlier stage, such as a qualified lead. For most injury firms, the choice comes down to qualified leads or signed retainers. The right pick depends on how many cases your firm signs from Google Ads each month.
Qualified Lead Values for Firms Below the Conversion Minimum
A qualified lead happens sooner and more often than a signature. That helps a smaller firm reach the 15-conversion minimum and keeps conversion delays short. Qualified lead values are less accurate. You estimate value one step earlier, so the expected fee also has to account for the share of qualified leads that sign. You could value a qualified truck lead at the expected signed-case fee times your historical signing rate for truck leads.
Signed Retainer Values for Firms With Steady Signing Volume
Firms that sign 15 or more cases a month from Google Ads can bid on the signed retainer itself. The value comes closer to the real outcome, because an attorney has reviewed the facts and accepted the case. Attorney review also screens out the cases your firm declined, so rejected inquiries never add value to bidding. Delay is the risk. A signature that arrives more than 7 days after the click slows learning, so check click-to-signature times in your CRM before you commit to this stage.
Dollar Values Versus Point Scores in the ROAS Column
Some firms prefer relative point scores, where a signed catastrophic injury case scores many times higher than an early inquiry. LLG’s article on setting conversion goals for personal injury Google Ads explains that point-based approach. Points work for bidding, but they change what the ROAS column can tell you. The change matters when partners ask whether the ads earn more in fees than they cost.
What a Point-Based ROAS Percentage Tells You
With point values, a 400% ROAS means 4 points per ad dollar. A point-based percentage helps you compare campaigns against each other. It cannot tell you whether the account makes money, because points do not convert to dollars. Your monthly report then needs a second calculation, cost per signed case against real fees, to answer the question your partners actually ask. If you change the point scale later, past ROAS figures in the account stop lining up with new ones.
Turning a Dollar-Based Target Into a Cost per Signed Case
Dollar values let you translate the target directly. Divide the expected fee by the target ROAS as a decimal. A 400% target becomes 4. Say your firm values a signed car accident case at $12,000 in expected fee and sets a 400% target. Google then aims for about $3,000 in ad spend per signed case on average. Compare that figure with what your firm can afford per signed case. If $3,000 is more than you can spend, raise the target. Run the same math for each case type in a portfolio, because one shared target applies to all of them.
Value Uploads Before the Strategy Switch
Value bidding needs history before it starts. Google asks you to report values for a set period before switching, and it calls daily offline uploads optimal. A firm that turns on Target ROAS the same week it starts sending values gives the bidder almost nothing to work from. Plan the upload schedule first, and then set the switch date around it.
How Long Google Says to Report Values Before the Switch
Google’s own pages give three different answers. The Target ROAS help page says 4 weeks or 1 to 2 conversion cycles, whichever is longer. The value-based bidding guide says 3 weeks or 1 to 2 conversion cycles. Google’s tips on measuring Smart Bidding say 4 weeks or 3 conversion cycles. Use the longest one for an injury account. With a 3-week conversion cycle, that means 9 weeks of daily value uploads while you still bid on Target CPA.
Why Google Warns Against Backfilling Old Case Values
It is tempting to upload a year of closed cases with their values on day one. The value-based bidding guide tells advertisers to avoid backfilling historical value data and to take care with delayed offline uploads. Most of the clicks behind those cases fall outside the 90-day import window anyway. The bidder learns best from conversions you report soon after they happen, so start the daily upload and let the record grow from your first upload.
How Injury Law Firms Move From Target CPA to Target ROAS While Protecting Case Volume
Is your account ready for Target ROAS today? For many injury firms, the answer is not yet. Google describes a sequence that starts on Target CPA and moves to value bidding only after the data is in place.
Check your account against these five points, which build on Google’s documentation.
- The conversions you bid on total at least 15 in the past 30 days
- Those conversions report at least two different values
- Your firm has uploaded values daily for the longest waiting period Google lists
- At least some conversions report within 7 days of the click
- The campaign does not show a Limited by budget status
Volume is the hardest threshold to meet, because better values cannot create more conversions. If even your qualified lead action misses it, Target CPA on that action will usually serve you better for now. Keep reporting values in the background while you build volume, so the switch is ready the month your volume meets the threshold.
Campaigns That Should Stay on Target CPA
Some campaigns gain little from value bidding even when the account as a whole is ready. Target ROAS helps most when values differ in a meaningful way and the bidder can predict that difference before the auction. When either piece is missing, Target CPA stays simpler and easier to judge. Two situations are common in injury accounts, and Target CPA fits both better.
Campaigns That Target a Single Case Type
A campaign that targets only rear-end collisions in one metro area often produces cases with similar expected fees. With values that close together, Target ROAS has little to choose between and behaves much like Target CPA with extra setup. Keep that campaign on Target CPA unless it shares a Target ROAS portfolio with campaigns whose case values differ. Save stand-alone value bidding for campaigns that mix case types, such as a general accident campaign covering car, truck, and pedestrian crashes.
Accounts Still Connecting Lead and Signing Data to Google Ads
If qualified leads and signed retainers do not reach Google Ads at all, the value half of the fraction holds no case data. Target ROAS would bid on form fills and call lengths alone. Finish the import work first and run Target CPA on the qualified lead or signed retainer action. Google’s own example follows this order. It moves from lead forms on Target CPA to qualified leads on Target CPA and then to qualified leads on Target ROAS.
Setting the First Target ROAS From Recent Results
Google bases its recommended first target on your actual ROAS over recent weeks. To find that number yourself, multiply the conversion value per cost column by 100. The bid simulator and the Recommendations page can suggest a number too. Start at or slightly below your recent actual result. A starting target above it asks the bidder to exceed your recent results on day one. Raise the target in small steps after the strategy settles, so you can see what each step costs in volume.
Leave Out the Latest Conversion Delay Period
Google drops the last few days from its own recommended target because some conversions have not reported yet. Injury firms usually need to drop more. If signed retainers take 3 weeks to report, the last 3 weeks of data understate your real ROAS. Calculate the starting target from the period before that, or the result will come out lower than your true performance. The conversion delay report in Google Ads shows how long your conversions usually take to report.
Compare Average Target ROAS With Actual ROAS
After the switch, Google shows an Average Target ROAS column beside actual ROAS in the campaign table and the bid strategy report. The average target is the traffic-weighted target the strategy aimed for over the period. It can differ from the number you entered. Wait at least 2 full conversion cycles before comparing the two. A large difference after that point suggests the bidder cannot reach the target with current traffic.
Testing the Switch With a Campaign Experiment
Google’s Target ROAS settings now include a “Save as experiment” option that compares new settings against the original campaign. For an injury firm, a test makes more sense than a full switch, because a bad target can cost signed cases as well as ad dollars. Split traffic between the current Target CPA campaign and a Target ROAS version. Then compare cost per signed case after enough conversion cycles pass.
Matching Target Changes in Both Experiment Arms
The value-based bidding guide asks advertisers to keep ROAS target changes aligned with CPA target changes in the control arm. If you push for more efficiency on one side mid-test, do the same on the other side. Say the control arm lowers its CPA target in week three. Raise the test arm’s ROAS target by a comparable amount that same week. Otherwise, the test compares two different efficiency goals and tells you very little about which bid strategy works better for your firm.
Lowering the Test Target When the Experiment Ramps Slowly
A new Target ROAS arm sometimes enters fewer auctions than the control during ramp-up. Google’s guidance for that situation is to lower the ROAS target, which makes the experiment eligible for more auctions. A lower target trades some efficiency for volume, which is usually the right trade during a test. Note this change in your test log, because it breaks the matched-target rule above. You can raise the target again once the arm has enough conversions to judge.
Test Target ROAS for Personal Injury Accounts With Legal Leads Group
Many injury firms need more signing volume and steadier value data before Target ROAS makes sense, and that data starts in your intake records. A firm signing 40 cases a month from Search can test value bidding sooner than a firm signing 8. Results depend on your market, your case mix, and your intake process.
Legal Leads Group manages injury-firm Google Ads accounts nationwide, sets up offline imports of qualified leads and signed retainers, and configures AI Max for injury campaigns. Schedule a free consultation to talk through your signing volume, your click-to-signature timing, and the values you report before you commit to Target ROAS for personal injury work.
Call (805) 273-8791 or visit our contact page to schedule a free consultation about your Google Ads bidding.