A digital marketing manager is transitioning their campaigns to a value-based bidding strategy. They want to drive more value from their campaigns, but need to operate within a fixed budget. Which Smart Bidding strategy is the right fit for this organisation?

Maximise conversion value is the ideal Smart Bidding strategy here because it aims to get the most total conversion value for your budget. Since the manager wants to drive more value while operating within a fixed budget, this strategy directly aligns with their goal. Target ROAS would also be value-based, but it allows you to set a specific return on ad spend target, which isn't explicitly mentioned as a requirement and might be too restrictive if the primary goal is simply to maximize value within the budget. Maximise clicks focuses on driving traffic, not value. Maximise conversions focuses on the number of conversions, not their individual value, which might lead to acquiring many low-value conversions.