An advertiser assigns a lead score in their CRM based only on the geographic location the lead came from. This geographic location score is available in Google Ads campaign reporting as a conversion value to Google Ads and a Smart Bidding signal. If needed, how should the advertiser apply conversion value rules?

The selected answer is correct because conversion value rules are designed to refine and adjust the value of a conversion based on specific traits that Google Ads can detect in real-time but that might not be fully captured by the static data in a CRM. Since the advertiser’s current lead score already accounts for geographic location, applying a rule for that same criteria would be redundant and could lead to data skewing; instead, the advertiser should apply a conversion value rule based on additional information not factored in the imported value, like an audience. By layering new signals such as high-value audience segments or device types onto the existing CRM-based value, Smart Bidding can more accurately optimize for the true potential of a lead, ensuring the algorithm prioritizes the specific users most likely to drive long-term business growth.