The Paid Search Podcast – Episode 505

How To Train Google Ads With Conversions
Date: March 23, 2026
Host: Chris Schaeffer, Certified Google Ads Specialist

Overview

In episode 505, host Chris Schaeffer presents a deep dive into a Google Ads strategy focused on training the algorithm with conversions, rather than just traffic quality. Chris shares a two-step approach—leveraging “Maximize Conversions” bidding paired with broad match keywords, and optimizing website actions to generate valuable conversion data. This episode is particularly aimed at listeners who have found manual traffic-quality improvement efforts insufficient and are seeking a new way to “play into” the Google Ads algorithm.

Key Discussion Points and Insights

1. Shifting Perspective: From Traffic Quality to Algorithm Training

• Unconventional Approach: Chris acknowledges he typically stresses the importance of traffic quality, but this episode offers "an alternative, a way to play towards the Google Ads algorithm..." (03:11).
• Intended Audience: This strategy is for those who've disciplined their traffic but still experience a lack of conversions.

2. Step One: Campaign Setup for Algorithm Training

A. Use Maximize Conversions Bidding

• Against Chris’s Usual Advice: “If you’ve listened to this podcast any significant amount of time, you know how I feel about Maximize Conversion bidding. It is not something I’m a big fan of...” (06:15)
• Purpose: Employ “Maximize Conversions” on a search campaign—let Google optimize for as many conversions as possible.

B. Broad Match Keywords & Minimal Ad Groups

• Broad Approach: “You’re going to use a broad match Google Ads campaign... with Maximize Conversion Bidding... in one, two, maybe three ad groups.” (07:32)
• Why Fewer Ad Groups: Broader themes mean each ad group covers a wider product/service spectrum (e.g., "cars", "SUVs", "trucks").
• Keyword Guidance: Use broad match keywords—3–4 words long, unquoted, unbracketed.

C. Ad Copy Still Matters

• Consistency: “Ad copy needs to be good... relevant to what they’re searching for..." (10:27)

3. Step Two: Website & Conversion Optimization

A. Actionable Website Changes

• Core Principle: "You need a new website or landing page that focuses on one thing. You need to generate actions." (11:40)
• Examples Chris Recommends:
  • Guided/Flow Forms: Multi-step interactions instead of daunting static forms.
    “It just asks a question like... how much money have you paid? Or do you want to get out of your timeshare?” (13:11)
  • Free Offers/Audits: E.g., "I offer people a free Google Ads audit of their account. And it's a great way to converse, to get a conversation started..." (16:10)
  • Calendar Booking: Allowing direct appointment scheduling right on the website.
  • Live Chat/Message: For industries where real-time interaction makes sense.
  • Ultra-simple Forms: "Ask me a question"—just name/email/message fields.
  • Callback Requests: Visitors provide a number and timeframe for a call back.

B. Lowering the Barrier

• Lead Quality vs. Lead Volume: “Even if the conversions you’re getting are unqualified leads, at least something’s happening. I’d much rather... than a client who says, 'Hey, it’s been two months and I’ve got nothing.'” (20:25)

4. The "Why"—How Algorithm Training Works

Timestamp: [24:37]

• Feeding Google the Right Signals: Conversion data guides Google’s algorithmic learning—even mediocre or broadly qualified conversions help steer future targeting.
  • Analogy: “It’s kind of like offering a piece of candy along the path, along the floor... as long as I keep giving it rewards and showing it what I, you know, what I’m looking for. Yes, this is positive.” (25:14)
• Broad Match + Balanced Conversions: Even if early leads are rough, they help the system discern what you want. Over time, Google tilts toward higher-converting traffic.
• Ongoing Optimization:
  • Use negative keywords to weed out poor-quality leads as you identify problematic queries.
  • Different conversions (e.g., booked appointments vs. form-fills) can be tracked by value, moving towards "Maximize Conversion Value" bidding as data matures.

Notable Quote

“The same keywords under maximize conversions with at least some conversion data get different searches than those under manual bidding or max clicks bidding.” – Chris Schaeffer (30:05)

5. Advanced Optimization: Moving Beyond the Basics

• Conversion Value Bidding: As you collect more data and can value different actions (like calls vs. bookings), use “Maximize Conversion Value” to tell Google which conversions to prioritize.
• Clarity on Campaign Behavior:
  “You can take one keyword, run it... and it will get different results, different conversion rates... Sometimes that magic powder of maximized conversions mixed with conversion data can get you far beyond what you thought you would get anywhere else.” (32:50)

6. Chris's Candid Takeaways

• Biggest Challenge: "The hardest part of this is building a page that converts. So that’s why step two is all about conversion types—you know, different ideas to get you thinking." (36:55)
• Final Encouragement: “Build a page that has a low bar to conversion, and at least if you’re getting conversions, you’re on the path.” (37:44)

Notable Quotes & Memorable Moments

• On Changing Tactics:
  “This is a very different topic from what I usually discuss. I’m going to share things that are not usually advice that I give... This is an alternative... and perhaps it'll work for you.” (01:13)

• On Conversion Over Traffic:
  “It’s much, much, much better to work with lead qualification than it is a lack of leads.” (21:22)

• On Segmenting Conversion Value:
  “You might want to eventually move to a conversion value based bidding... now you’re telling Google, okay, these conversions are worth 10, these are worth a thousand.” (28:48)

Timestamps for Key Segments

• Intro & Setup: 00:00 – 03:00
• Why Use Maximize Conversions (Step 1): 06:00 – 11:30
• Website & Conversion Types (Step 2): 11:40 – 21:40
• The “Why” and Algorithm Mechanics: 24:35 – 29:30
• Advanced Value Bidding & Negative Keywords: 28:45 – 33:20
• Final Thoughts & Encouragement: 36:55 – 38:05

Flow & Tone

Chris’s delivery is friendly, candid, and practical. He balances technical explanation with relatable analogies and direct experience, repeating key advice to reinforce new concepts and boost listener confidence in attempting this more algorithm-centered approach.

For More and Contact

Chris emphasizes his openness to help listeners individually:
"If you’d like to speak with me... you can go out on my website and book a call with me. It’s totally free, 15-minute call." (38:05)

Website: chrisschaeffer.com

In Summary:
This episode offers a hands-on guide for Google Ads managers who’ve hit a plateau with traditional quality controls. Chris gives practical advice for “feeding” the algorithm the conversions it needs to learn, by removing barriers on your website and optimizing campaigns for automated conversion learning. Listeners come away with a strong grasp of how to transform lackluster campaigns when it seems like every other option has failed.