The rule of thumb of coil sizes, is that the bigger the coil, the deeper you go. BUT, there is a point of "diminishing returns", when it comes to coin-sized objects. At a certain size of increasingly larger coil sizes, you will only get larger objects deeper (jars, cans, hubcaps, etc...) not coin sized targets deeper. The usual point of diminishing returns with most detectors, is somewhere between 9 to 11". Hence you'll notice that's the usual stock size, since it fits the best compromise for most hobbyist purposes.
When you go to larger coil sizes, there comes a point where you only increase coverage, but not depth on coin-sized targets. And while "increased coverage" sounds like a good idea, bear in mind it comes with draw-backs: Fishier signals, more masking, difficult pinpointing, etc...
Smaller coils are good for things like very junky or iron ridden spots. Like ghost townsy type places, under wooden porches, under bleachers with lots of metal scaffolding, etc.... But they lack the depth of larger coils . So as you can see, there's pros and cons to each.