Franklin is creating a Google Search campaign using a conversion-based Smart bidding strategy. He's decided to use Target ROAS, which will meet his value-based objectives. What best practice can he use to set an initial ROAS target?

For an initial Target ROAS, Google Ads recommends using historical conversion value per cost as the starting point. Google Ads specifically says to set the target based on the historical conversion value per cost data for the ad groups or campaigns where the strategy will be applied, and to review the last four weeks as a general rule. It also advises that the target should be at or below historical ROAS, because a target set too high can restrict traffic volume. That makes past Conv. value / cost the best baseline for an initial value-based bidding target