If an advertiser assigns a lead score in their CRM based only on geographic location, they should apply a conversion value rule based on additional information not factored into the imported value, such as an audience.

• 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.

The correct answer is: The advertiser should apply a conversion value rule based on additional information not factored in the imported value, like an audience.

Explanation: Explanation: Since the lead score already incorporates geographic location, applying a conversion value rule based on the same information would be redundant. To gain additional optimization benefits for Smart Bidding, the advertiser should apply conversion value rules based on other relevant factors not already included in the imported value. An audience is an excellent example of such additional information, as certain audience segments might have a higher intrinsic value to the business beyond their geographic origin, allowing for more nuanced bidding optimization.

Reference:

• About conversion value rules – Google Ads Help: https://support.google.com/google-ads/answer/10518330

This page explains that conversion value rules allow you to adjust reported values based on various dimensions, encouraging the use of additional information.