How can advertisers, with the marketing objective of generating leads, optimise their Performance Max campaigns for value?

To optimize Performance Max campaigns for value when generating leads, importing offline values with enhanced conversions for leads is the most effective strategy. This allows Google's AI to understand the true value of each lead beyond the initial conversion, such as a lead's eventual conversion into a sale. This data helps the system bid more effectively on leads that are likely to generate higher revenue, thereby optimizing for value. Maximise conversions focuses on volume, not necessarily value. Maximise clicks prioritizes traffic over lead quality or value. Building value rules based on local shop visits is relevant for in-store sales, not directly for lead generation value optimization.