Value Based Bidding for Long Cycle Lead Gen - Google
I work for a high value service brand where our typical conversion can take anywhere from 3-6 months based on approvals and client follow through. We are a high cost relatively high commitment program and have a high budget spend.
I was recommended by our Google ads specialist to use value based bidding and assigning an arbitrary number to the offline conversion cycles. We currently are using TCpA bidding with max conversions.
Since our sales life cycle is so long and our packages vary in pricing (a lot of clients upgrade packages as they continue through the program) I am hesitant to set an arbitrary number to our sale stages. We have the budget to gather the data and find out quickly if it is working or not, but even with the data we won’t have accurate details about a true sales lifecycle until at least three months later which is a big risk for a test.
Are there any pros to setting it up that I am missing? What we’re doing now works and I fear setting this all up may not have any value impact or slow our lead flow.