If a marketer wanted their lead generation campaigns to deliver more value in the upcoming year, how could value-based bidding help them?

• It would optimize for driving lead volume, since all customers create the same amount of value.
• It would allow them to focus on the maximization of website traffic as a means of attracting new potential customers.
• It would let them optimize for high-value customers and a high volume of leads simultaneously.
• It would allow them to maximize total conversion value at a desired ROAS target or budget.

The correct answer is:

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