--- title: "Use Job Value Predictor (JVP) in Ads Optimizer" slug: "use-job-value-predictor-jvp-in-ads-optimizer" updated: 2026-10-16T01:06:25Z published: 2026-10-16T01:06:25Z canonical: "help.servicetitan.com/use-job-value-predictor-jvp-in-ads-optimizer" --- > ## Documentation Index > Fetch the complete documentation index at: https://help.servicetitan.com/llms.txt > Use this file to discover all available pages before exploring further. # Use Job Value Predictor (JVP) in Ads Optimizer ## Overview Optimizer sends revenue to Google Ads only after a job is completed, which can take days, weeks, or even months. To bridge this gap, you can activate the Job Value Predictor (JVP) on a per-campaign basis. This sends the predicted job value to Google Ads as soon as a job is booked, enhancing Google Ads operations and leading to an improved return on investment (ROI). --- ### #### Who uses this feature - Marketing managers, business owners, agency partners, and other marketers on your team - Primarily for Residential Service & Replacement and Commercial Service & Replacement #### Feature configuration - Your account needs to have a Marketing Pro package with Ads enabled to use Ads Optimizer. If you're unsure about this, please reach out to your Pro Account Manager. - After you have added a Marketing Pro package with Ads to your account, you can enable Ads Optimizer directly in ServiceTitan. If you're interested in our prepay-and-save packages, please reach out to your Pro Account Manager or request a demo on our [Pro Products page](https://www.servicetitan.com/features/pro/marketing). - Account configuration is required to use this feature. Please contact [Technical Support](http://go.servicetitan.com/ask) for details. ## Things to know - For new Ads Optimizer customers, JVP is activated by default for all campaigns. - We recommend coordinating with all parties involved in managing your Ad campaigns before activating JVP. - If transitioning to JVP, expect a period of volatility while Google learns about the JVP signals. This may include changes in cost per lead (CPL) and conversion volume. - You should wait at least three weeks after activating JVP for a campaign before you start measuring performance. This gives Google Ads time to learn from the JVP signals. ## Best practices - Transition to JVP before your busy or commercially important seasons. - Ensure you can handle volatility and changes in the cost per lead for at least three weeks during the transition as Google learns the new JVP signals. ## How Job Value Predictor works With Optimizer's JVP, Titan Intelligence (TI) analyzes the characteristics of a job as soon as it's booked and generates a revenue prediction for that booking. Here's how it works: 1. A job is booked in ServiceTitan. 2. TI analyzes the details of the booking. 3. TI provides a predicted revenue figure for the booking based on its analysis. ## How Job Value Prediction is sent into Google Ads Two new JVP conversion actions are automatically created in connected Google Ad accounts. These two new conversions are: - ServiceTitan JVP (Originated from Website) - ServiceTitan JVP (Originated from Call Extension) For every job booking originating from a Google Ad, Ads Optimizer sends a conversion with predicted revenue as the value to Google Ads. ## Activate Job Value Predictor for campaigns When JVP is not activated, Ads Optimizer sends JVP conversions to your Google Ads account as secondary conversions. This means that while they appear in your reports, Google is not actively using them. To make the most of these valuable signals, activate JVP for your campaigns to start sending these conversions as primary conversions. This allows Google to use them in its [bidding strategies](https://support.google.com/google-ads/answer/11095984?hl=en&ref_topic=6294205&sjid=8284399236329296792-NA). > [!NOTE] > **Note:** If your Google Ad campaigns use account conversion actions, activating JVP for one campaign activates it for all campaigns. To activate JVP for a campaign: 1. Go to the navigation bar and click **Marketing**. 2. In the side menu, click **Ads Optimizer** under *Campaigns*. 3. Click the **Settings** tab. ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/use-job-value-predictor-jvp-in-ads-optimizer-image-5mkvkrt9.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A47%3A31Z&se=2026-11-01T19%3A47%3A31Z&sr=c&sp=r&sig=VPLcKSJvRXPKw1Nx0ma7MNO2goZ2h6QUO2tdtyvXGTw%3D) 4. Find the campaign for which you want to send JVP conversions as primary conversions. 5. In the *Job Value Predictor* column, click **Activate JVP**. ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/use-job-value-predictor-jvp-in-ads-optimizer-image-w7bm9db4.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A47%3A31Z&se=2026-11-01T19%3A47%3A31Z&sr=c&sp=r&sig=VPLcKSJvRXPKw1Nx0ma7MNO2goZ2h6QUO2tdtyvXGTw%3D) 6. In the *Activate JVP Confirmation* pop-up that opens, click **Yes, Activate**. It is recommended that you wait up to three weeks for Google Ads to learn from the JVP signals. After the three weeks, start measuring the performance of your campaigns using JVP. For more, see [Use Marketing Pro Ads Analytics](/roofing/docs/use-marketing-pro-ads-analytics). > [!TIP] > **Tip:** Early tests indicated that campaigns using value-based bidding, such as Target ROAS and Maximize Conversion Value, had a greater increase in return on ad spend (ROAS). We recommend using one of these strategies to optimize performance. ## Want to learn more? - See [Get started with Marketing Pro Ads](/roofing/docs/get-started-with-marketing-pro-ads) - See [Use Marketing Pro Ads Analytics](/roofing/docs/use-marketing-pro-ads-analytics) - See [Google Ads Integration](/roofing/docs/google-ads-integration) ServiceTitan's integrated marketing automation platform for email, SMS, direct mail, and digital ad campaigns. **What it does:** Drives new customer acquisition and repeat revenue by automating targeted campaigns across multiple channels — all tied to actual job revenue. **Also called:** ST Marketing, Marketing automation **Tags:** Marketing Pro [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) Marketing Pro tool that auto-tunes Google Ads spend based on real revenue and team capacity. **What it does:** Automatically adjusts Google Ads budgets and bids using actual job revenue and technician availability to maximize ROI. **Tags:** Marketing Pro, ServiceTitan Max, AI-Powered [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)