If a marketer’s goal was to drive more value from lead generation campaigns, why would value-based bidding be a viable solution?

Because it would allow them to focus on maximizing website traffic in order to get new potential customers
Because it would optimize for driving lead volume, as all customers create the same amount of value
Because it would optimize for high-value customers as well as a high volume of leads.
Because it would allow them to maximize total conversion value at a desired ROAS target or budget

The correct answer is:

Because it would allow them to maximize total conversion value at a desired ROAS target or budget.