Question: In your LinkedIn Campaign Manager, which marketing goal should you choose if you are looking to generate leads?
- Brand awareness
- Conversion
- Consideration
Explanation
LinkedIn organizes objectives in Campaign Manager by funnel stage: awareness, consideration, and conversions. Lead generation belongs to the lower-funnel stage because it is focused on capturing prospect information or driving a measurable action. Using a lead generation objective also enables LinkedIn tools such as Lead Gen Forms. This setup aligns delivery and reporting with lead capture instead of visibility or engagement.
Why the other options are incorrect
Brand awareness is used for reach and impressions at the top of the funnel, not lead capture.
Consideration is used for engagement and traffic goals, not the main marketing goal for generating leads.
Source for verification
https://www.linkedin.com/help/lms/answer/a422075
https://www.linkedin.com/help/lms/answer/a427102
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 "LinkedIn Marketing Strategy" page.