If a marketer wanted their lead generation campaigns to deliver more value in the upcoming year, how could value-based bidding help them?

It would optimize for driving lead volume, since all customers create the same amount of value.
It would allow them to focus on the maximization of website traffic as a means of attracting new potential customers.
It would let them optimize for high-value customers and a high volume of leads simultaneously.
It would allow them to maximize total conversion value at a desired ROAS target or budget.

The correct answer is:

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