If a marketer’s goal was to drive more value from lead generation campaigns, why would value-based bidding be a viable solution?

• Because it would allow them to focus on maximizing website traffic in order to get new potential customers
• Because it would optimize for driving lead volume, as all customers create the same amount of value
• Because it would optimize for high-value customers as well as a high volume of leads.
• Because it would allow them to maximize total conversion value at a desired ROAS target or budget

The correct answer is:

• Because it would allow them to maximize total conversion value at a desired ROAS target or budget.