Move From Leads to Value-Based Bidding
Create a simple conversion value model for lead-generation bidding.
Lead volume bidding treats every form fill as equally valuable. Use expected value to weight conversion actions by likely business value. Waiting for a perfect attribution model delays a useful directional signal. Stages Raw lead, qualified lead, opportunity. Stages should reflect CRM milestones that sales trusts. Values Value = average revenue x probability of reaching revenue. Expected value turns quality into a bidding signal. Import Send qualified stages back to Google Ads on a reliable cadence. The model only works if the signal reaches the account. Before Every form fill counts as one conversion with no value difference. After Raw…
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