Water is one of our world’s most essential natural resources, but it is also a resource that is becoming increasingly scarce. The agricultural use of groundwater is particularly important to manage sustainably and well. However, popular and well-intentioned water conservation and management policies, including those that encourage the adoption of more efficient irrigation technology, may have unintended and possibly perverse consequences if policy-makers do not account for water users’ behavioral responses to their policies. In particular, a Jevons’ Paradox may arise, whereby a technology that enhances the efficiency of using a natural resource does not necessarily lead to less consumption of that resource. In this paper, we discuss efficient irrigation technology, Jevons’ Paradox, and the possible perverse consequences of incentive-based programs for agricultural groundwater conservation.