Question: A company specializing in building skateparks is launching a campaign, and many of their customers are local government leaders. These prospective customers often reach out initially via email. Which campaign objective should be used for this company?
- Website traffic
- Product or brand consideration
- Brand awareness and reach
- Leads
Explanation
The right fit is Leads because the primary business outcome is getting prospective customers to contact the company rather than simply visit the website. Google Ads uses this objective for customer actions such as inquiries and contact submissions, which aligns with email outreach from local government buyers. It helps shape campaign setup around lead-generation outcomes instead of visibility or consideration goals. That makes it the most relevant objective for a service business seeking direct responses from potential clients. Google Help+1
Why the other options are incorrect
Website traffic This objective focuses on driving visits, not specifically on contact-based conversions such as email inquiries. Google Help+1
Product or brand consideration This objective is designed to encourage interest and evaluation, not to optimize around direct lead-generation actions. Google Help
Brand awareness and reach This objective is built for visibility, not for generating inbound contact from prospective customers. Google Help
Source for verification
https://support.google.com/google-ads/answer/7450050?hl=en
https://support.google.com/google-ads/answer/6238033?hl=en
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Search Professional Certification" page.