A company with a 90-day sales cycle is starving its AI of data. What instruction should be given to make sure the bidder has enough data to optimize daily?
Correct Answer
Define a proxy goal, such as a qualified lead, and assign it a value.
Why is this the correct answer?
They should define a proxy goal, such as a qualified lead, and assign it a value. Smart Bidding learns from conversions as they arrive, so a 90-day gap between click and signed contract leaves the model with almost nothing to work with day to day, and by the time a deal closes the auction conditions that produced it are long gone. A mid-funnel event that happens quickly — a sales-qualified lead, a completed demo, a proposal request — gives the bidder frequent signals it can actually learn from. Assigning that event a value based on how often it converts to a contract and what a contract is worth keeps bidding anchored to real business outcomes rather than to raw lead volume. Importing closed deals later, through offline conversion imports, then lets the model refine which early leads were genuinely worth pursuing.
Why are the other options wrong?
Wait for the final contract signature.
Waiting for the final signature is what causes the problem. Conversions arriving 90 days late cannot guide daily bidding.
Switch to Target impression share to maintain visibility.
Target impression share buys visibility and ignores conversions entirely, so it abandons the goal rather than solving the data shortage.
Remove all conversion values and use Maximize clicks.
Removing values and chasing clicks would give the bidder plenty of data about the wrong outcome, and lead quality would fall further.
Real-world example
A manufacturing supplier stops waiting for purchase orders and starts sending 'qualified opportunity' as a conversion, valued at £2,400 based on a 20% close rate on £12,000 contracts. The bidder now receives several signals a day instead of a handful a quarter, and cost per opportunity falls by a third.
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