In today’s digital landscape, optimizing for surface-level metrics like clicks or CPA is no longer enough. The real opportunity lies in aligning your Google Ads strategy with actual business goals—like revenue, customer lifetime value, or profitability. 

Watch this on-demand webinar where Justin Covington (Director, Paid Media Solutions at iQuanti) explains how value-based bidding enables this shift, and how it has evolved to help marketers optimize toward outcomes that truly matter. You’ll learn how to unlock its full potential using first-party data, and how to structure tests and experiments to drive continuous improvement. 

 Whether you’re getting started or refining your approach, this webinar will equip you with the insights and tactics needed to make every ad dollar deliver measurable business impact.  

• Brief history of smart bidding and how it has become more useful over time
• The current state of value-based bidding capabilities
• Leveraging first party audience and conversion data to maximize value-based bidding utility
• Testing opportunities available with value-based bidding