Question: How can advertisers, with the marketing objective of generating leads, optimize their Performance Max campaigns for value?
- Build value rules based on audiences known to visit a local store.
- Use a Maximize conversions bidding strategy to drive conversion volume.
- Create a strategy of importing offline values by using enhanced conversions for leads.
- Create a Maximize Clicks bidding strategy to drive website traffic volume.
Explanation
Enhanced conversions for leads helps connect online lead interactions with offline outcomes such as qualified leads or closed sales. Importing offline values gives Google AI stronger value signals for lead generation campaigns. This allows Performance Max to optimize toward leads that are more likely to create real business value. Value-based optimization works best when the conversion data reflects the quality of each lead, not only the lead count.
Why the other options are incorrect
Value rules can adjust conversion values for selected dimensions, but they do not replace importing offline lead value.
Maximize conversions prioritizes conversion volume rather than higher-value leads.
Maximize Clicks prioritizes website traffic rather than lead quality or conversion value.
Source for verification
https://support.google.com/google-ads/answer/15713840
https://support.google.com/google-ads/answer/13063108
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