A sneaker brand wants to sell more sneakers, but feels like their target CPA/ROAS with their current audience targeting strategy is limiting their reach to additional consumers. Which Google AI-powered solution should they use to find additional consumers who are likely to convert at their target CPA/ROAS in areas overlooked by manual targeting alone?

Optimized targeting is the correct solution for this sneaker brand because it uses Google's AI to look beyond manual targeting segments and find new, high-potential consumers who are likely to convert at the advertiser's specific target CPA or ROAS. While manual targeting relies on an advertiser's best guess of who their audience is, optimized targeting creates a "converter profile" by analyzing real-time data from recent conversions—such as what those users searched for or what websites they visited—to identify pockets of high-value traffic in overlooked areas. By treating the brand's original audience selections as helpful "signals" rather than hard constraints, the AI can flexibly expand reach to users with similar behavioral patterns, ensuring the brand can scale its sneaker sales effectively without being limited by the reach of pre-defined lists.