Based on analysis of their marketing data, a web development business has determined that the highest-value consumers reach out via an interest form on their website. The firm wants more potential users to submit this form. Which campaign objective aligns with this business’s goals?

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Lata Bala

Infographic titled “Why the Leads Objective is Best for Form Submissions,” showing how the Leads goal drives conversions like form fills, while other objectives such as website traffic, brand awareness, and product consideration focus on visits or visibility rather than action.

Recently, I took the Google Ads Search Certification exam and successfully passed with a score of over 90%. It’s not bad, so I am very glad to have passed the exam. Now, I will elaborate on one Google Ads Search question, explaining why it is correct and why the others are incorrect. Let’s start.

Question:

Based on analysis of their marketing data, a web development business has determined that the highest-value consumers reach out via an interest form on their website. The firm wants more potential users to submit this form.

Which campaign objective aligns with this business’s goals?

  • Brand awareness and reach
  • Leads
  • Website traffic
  • Product and brand consideration

Here is the correct answer:
✅ Leads

If you are interested, you can take the exam on Google Ads Search Certification.

Let’s start with why this is correct and others are incorrect:

✅ Why “Leads” Is the Correct Objective:

The goal of the web development business is to get more users to submit an interest form on their website. Submitting a form is a conversion action — it represents a qualified lead expressing interest in their services.

When you select Leads as your campaign objective in Google Ads, the system:

  • Optimizes your campaign to drive actions like sign-ups, form submissions, or contact requests
  • Allows you to track conversions like form fills using Google Tag/Enhanced Conversions
  • Helps you set up Smart Bidding strategies like Target CPA or Maximize Conversions to focus on high-value users likely to submit the form

❌ Why the Other Options Are Incorrect:

OptionWhy It’s Not a Good Fit
Brand awareness and reach❌ Focuses on maximizing visibility, not on driving actions like form submissions
Website traffic❌ Drives clicks, but doesn’t necessarily lead to conversion-based actions
Product and brand consideration❌ Aims to increase interest and engagement, not lead generation

Real-Life Example:

Let’s say a web development agency runs two campaigns:

  • Campaign A: Objective = Website Traffic → Gets many clicks, but low form submissions
  • Campaign B: Objective = Leads → Optimized for users likely to fill out the interest form

➡ Campaign B performs better because it attracts users ready to take action, not just visit the site.

Summary Table:

ObjectiveFocusSuitable for this case?
✅ LeadsDrive form submissions, contact requests, and conversions✔ Yes
❌ Website trafficMaximize visits, regardless of intent✘ No
❌ Brand awareness and reachImprove visibility, not necessarily action✘ No
❌ Product and brand considerationBoost engagement and interest✘ No

Conclusion:

To help the web development business generate more form submissions, the Leads objective is the best choice. It ensures Google Ads targets users most likely to become high-value prospects, improving ROI and business growth.

Now, if you are ready, then you take the Google Skillshop test for the Google Ads Search Exam. If you want more questions about the Google Ads Search Certification Exam, follow.