A performance marketer wants to drive as much purchase value as possible within a specific return on ad spend. Which type of automated bidding strategy should the marketer use?

The marketer should use Target return on ad spend (tROAS). The requirement has two halves — maximise purchase value, and stay within a stated return — and Target ROAS is the strategy built for exactly that pairing. It bids to win auctions predicted to deliver the target average return and passes on those forecast to fall short, so value grows while efficiency is held at the agreed level. It needs conversion values sent with every purchase, since return cannot be derived from conversion counts, plus enough history for the model to forecast reliably. Two practical points matter in exam scenarios: the target is an average across the campaign rather than a floor on every sale, and setting it far above what the account has historically achieved usually results in a campaign that barely spends, because very few auctions clear such a high predicted bar.