The marketing director for an electric car company recently chose leads as the Google Search campaign marketing goal. What result can they achieve by selecting leads as the goal?

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Lata Bala

Digital infographic explaining that choosing “Leads” as a campaign goal in Google Ads helps generate email list signups and form submissions, with comparisons to other goals like sales, awareness, and website traffic.

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:

The marketing director for an electric car company recently chose leads as the Google Search campaign marketing goal.

What result can they achieve by selecting leads as the goal?

  • Encourage consumers to purchase electric cars.
  • Promote videos about the business mission.
  • Have more people view the company’s website.
  • Increase email list signups from potential consumers.

Here is the correct answer:
✅ Increase email list signups from potential consumers.

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

Let’s start with why this is correct — and why the others are not:

✅ Why “Increase email list signups” is correct:

When a marketer selects “Leads” as the campaign goal in Google Ads, the system is optimized to encourage users to take specific, measurable actions — typically conversions such as:

  • Filling out a form
  • Submitting contact info
  • Signing up for a newsletter or demo
  • Requesting a quote

In this case, email list signups represent a high-intent lead, making it a perfect result for a campaign with a “Leads” objective.

❌ Why the Other Options Are Incorrect:

OptionWhy It’s Not the Right Fit
Encourage consumers to purchase electric cars❌ This aligns more with a “Sales” goal, not “Leads.”
Promote videos about the business mission❌ This aligns with “Product and Brand Consideration” or “Awareness”, not “Leads.”
Have more people view the company’s website❌ That’s a “Website Traffic” goal — not focused on getting users to take lead-generating actions.

Real-Life Example:

A marketing director for an electric car brand wants to build an email list of users interested in EVs.

  • They choose the “Leads” goal in Google Ads
  • Set up a landing page with a form to download an EV buyer’s guide
  • Google optimizes the campaign for users likely to submit the form

➡ Result: More qualified leads in the form of email subscribers

Summary Table:

GoalCampaign Result
✅ Leads🎯 Drive actions like email signups, quote requests, form submissions
❌ Sales💰 Focused on purchases or transactions
❌ Awareness/Consideration📹 Better for promoting content or telling your brand story
❌ Website Traffic👁️ Gets more visitors, but not necessarily conversions

Additional Resources:

Conclusion:

Choosing “Leads” as a campaign goal tells Google to optimize for actions that generate potential customers, like:

  • Email signups
  • Form submissions
  • Contact requests

It’s the most effective goal when you want to capture interest and nurture prospects, especially for high-consideration products like electric vehicles.

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.