An advertiser assigns a lead score in their CRM based only on the geographic location the lead came from. This geographic location score is available in Google Ads campaign reporting as a conversion value to Google Ads and a Smart Bidding signal. If needed, how should the advertiser apply conversion value rules?

If an advertiser assigns lead scores in their CRM using only geographic location, they should apply a conversion value rule based on additional signals—such as audience data—that are not already included in the imported value.

• The advertiser should apply a conversion value rule based on geographic location, since this is what they care most about.
• The advertiser should apply conversion value rules based on all information possible, including geographic location, audiences, and devices.
• The advertiser should apply a conversion value rule based on additional information not factored in the imported value, like an audience.
• The advertiser should apply conversion value rules for geographic location and also devices since they know this correlates to lead quality.

Explanation:

Because geographic location is already factored into the lead score, applying a conversion value rule based on the same signal would be repetitive and add no extra value. To further support Smart Bidding optimization, the advertiser should use conversion value rules based on additional signals that are not included in the imported value. Audience data is a strong example, as certain audience segments may be inherently more valuable to the business regardless of location, enabling more refined and effective bidding decisions.