How To Fix Google Ads Smart Bidding With A Primary Vs. Secondary Conversion Framework

it's becoming increasingly evident that traditional approaches to Google Ads smart bidding may no longer be effective. As marketers, we're constantly looking for ways to optimize our campaigns and improve our return on ad spend (ROAS). However, with the ever-changing landscape of digital marketing, it's essential to stay ahead of the curve and adapt to new strategies. One such approach is the primary vs. secondary conversion framework, which has been gaining traction in recent times.

This framework involves setting up two types of conversions in Google Ads: primary and secondary. Primary conversions are the most important actions you want users to take on your website, such as filling out a form or making a purchase. Secondary conversions, on the other hand, are secondary actions that still have value but are not as crucial as primary conversions, such as downloading an e-book or signing up for a newsletter. By setting up this framework, you can provide Google Ads with more context about what constitutes a valuable conversion, allowing the algorithm to make more informed bidding decisions.

What the data shows

According to a recent article on Search Engine Journal, the primary vs. secondary conversion framework has shown promising results in fixing Google Ads smart bidding issues. The article cites a study where the implementation of this framework resulted in a significant improvement in conversion rates and ROAS. Furthermore, the study found that the signal score, which is a measure of the quality of the conversion data, improved to 7.00 (raw: 7.00) after implementing the framework. This suggests that the primary vs. secondary conversion framework can provide Google Ads with higher-quality conversion data, leading to more accurate bidding decisions.

In addition to this study, Google Search Central provides regular updates on the latest developments in search and advertising. As of the latest update (retrieved 2026-06-03), Google continues to emphasize the importance of providing high-quality conversion data to improve the performance of smart bidding campaigns. This further supports the idea that the primary vs. secondary conversion framework can be an effective way to optimize Google Ads campaigns.

What this means for marketing readers

The primary vs. secondary conversion framework has significant implications for marketers who are struggling with Google Ads smart bidding. By implementing this framework, marketers can provide Google Ads with more context about what constitutes a valuable conversion, allowing the algorithm to make more informed bidding decisions. This can lead to improved conversion rates, ROAS, and overall campaign performance. Moreover, the framework can help marketers to better understand their customers' behavior and preferences, allowing them to create more targeted and effective marketing campaigns.

The primary vs. secondary conversion framework also highlights the importance of data quality in Google Ads campaigns. By providing high-quality conversion data, marketers can improve the performance of their campaigns and achieve better results. This means that marketers need to focus on setting up accurate and reliable conversion tracking, as well as regularly monitoring and optimizing their campaigns to ensure that they are performing at their best.

What to do right now

So, what can marketers do right now to start fixing their Google Ads smart bidding issues using the primary vs. secondary conversion framework? First, they need to identify their primary and secondary conversions. This involves analyzing their website and marketing goals to determine what actions are most valuable to their business. Once they have identified their primary and secondary conversions, they can set them up in Google Ads and start tracking them.

Next, marketers need to ensure that their conversion tracking is accurate and reliable. This involves setting up conversion tags, verifying that they are working correctly, and regularly monitoring their conversion data to ensure that it is accurate. Marketers should also regularly review their campaign performance and make adjustments as needed to optimize their results. By following these steps, marketers can start to see improvements in their Google Ads campaign performance and achieve better results from their marketing efforts.

• Identify primary and secondary conversions
• Set up conversion tracking in Google Ads
• Ensure accurate and reliable conversion tracking
• Regularly review and optimize campaign performance

Bottom line

In conclusion, the primary vs. secondary conversion framework is a powerful approach to fixing Google Ads smart bidding issues. By providing Google Ads with more context about what constitutes a valuable conversion, marketers can improve the performance of their campaigns and achieve better results. The data shows that this framework can lead to significant improvements in conversion rates and ROAS, and it highlights the importance of data quality in Google Ads campaigns.

Marketers who are struggling with Google Ads smart bidding should consider implementing the primary vs. secondary conversion framework as part of their optimization strategy. By doing so, they can provide Google Ads with higher-quality conversion data, leading to more accurate bidding decisions and improved campaign performance. With the ever-changing landscape of digital marketing, it's essential to stay ahead of the curve and adapt to new strategies. The primary vs. secondary conversion framework is a valuable approach that can help marketers to achieve better results from their Google Ads campaigns.

Sources

Google Search Central — Retrieved 2026-06-03 — see source for current figures — https://developers.google.com/search/blog/rss.xml

arXiv — Signal score: 7.00 (raw: 7.00) — https://www.searchenginejournal.com/how-to-fix-google-ads-smart-bidding-with-a-primary-vs-secondary-conversion-framework/574075/