Quick quiz-if you had to choose, which lead would you bid more on:

Lead A
Lead B
Impossible choice, right?

You know nothing about them. And more to the point, you know nothing about the potential revenue each will bring in.

Now, what if we add an extra layer of data:

Lead A – 35% chance of spending $8,000
Lead B – 60% chance of spending $500
The choice just got easier-the answer is clearly Lead A.

That's value based bidding in a nutshell. This bidding strategy lets PPC advertisers shift Google's automated bidding away from quantity (maximize conversions, target CPA) and towards quality (maximize conversion value, target ROAS).

The problem is value based bidding can be problematic for lead gen agencies and marketers. But don't worry-there are a few things you can do to make value based bidding more successful if you're in the lead generation business. And that's exactly what this guide covers.