Guides

Make value-based bidding work for lead generation

The how-to, start to finish. Price a lead from your own sales history, keep the Google click ID on every lead so the value can be matched, and switch a live campaign in Google's order without disrupting it.

A figure on a mountain ridge with streams of light converging on them from a valley of glowing points

Guide11 min read

Value-Based Bidding for Lead Generation - The Complete Guide

A lower cost per lead looks good in a report. It means much less if those leads never become customers. How to estimate what a lead is worth, send it to Google Ads, and check whether the bids brought better business.

Alon Oszmann

Read article

Google Ads guide16 min read
Google Ads Value-Based Bidding Migration Guide: What to Expect When You Switch
A staged migration, in Google's own order. What resets the learning period, why it is measured in conversions and not days, and when you can honestly read the result.
Read article
Google Ads guide11 min read
Google Ads Click ID Guide: Why Leads Lose Their GCLID and How to Fix It
A lead value Google cannot attribute cannot influence Smart Bidding. The six places a click ID disappears between the ad and the CRM, the one-line script that carries it into every form, the fixes in the order worth doing them, and how to measure click ID coverage rather than upload success.
Read article

Make value-based bidding work for lead generation

Value-Based Bidding for Lead Generation - The Complete Guide

Google Ads Value-Based Bidding Migration Guide: What to Expect When You Switch

Google Ads Click ID Guide: Why Leads Lose Their GCLID and How to Fix It

See what your own leads are worth