Traditional bidding strategies often focus on driving conversion volume. But value-based bidding takes things a step further, by optimising towards the bottom-line profitability of each conversion.

According to Google, lead gen advertisers who implement value-based bidding see an average 14% increase in conversion value at a similar return on ad spend (ROAS).

So if you want a similar profitability boost, what are the essential best practices to follow in 2025?

On Thursday, February 20th, we sat down with leading PPC Expert and Brand Evangelist at Optmyzr, Navah Hopkins, to find out.

Named as one of the top 25 most influential voices in PPC, Navah also co-founded the Paid Search Association, a group dedicated to empowering the next generation of paid media practitioners, as well as serving as a resource for the wider marketing community to learn from.

- How to decide if value-based bidding it right for your business

- Optmyrz’s 4-point framework for implementing value-based bidding

- Tools to automate measurement and connection of your value data

- Structuring accounts and setting targets for optimal performance

- How to properly test value-based bidding before making the switch

- How to evaluate value-based bidding performance the right way

- The most common challenges & limitations of value-based bidding

- How blocking IVT & improving traffic quality assists value-based bidding

- Best practices for ongoing optimization of value-based campaigns