Question: James has had success in the past building a client base for his law firm with contact forms in his Search campaigns. He now wants to try a Display campaign to promote the same goal and further his success. What should his goal be with the new campaign?
- Leads
- Brand awareness and reach
- Product and brand consideration
- Website traffic
Explanation
Leads is the right campaign objective because Google Ads uses that objective for actions such as sign-ups, inquiries, and other conversion-focused outcomes. A completed contact form is a lead-generation action, so the campaign should be optimized around conversions rather than reach or clicks. Google Ads also states that choosing the correct campaign objective helps surface settings and recommendations aligned with the intended business result. For a law firm extending a proven contact-form strategy from Search into Display, Leads best matches the goal. Google Help+1
Why the other options are incorrect
Brand awareness and reach focuses on broad visibility, not on driving form submissions as a primary conversion outcome. Google Help+1
Product and brand consideration is intended to encourage exploration and interest, which is a higher-funnel objective than lead capture. Google Help+1
Website traffic prioritizes visits, but a contact-form strategy should be optimized for completed conversions instead of clicks alone. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/10759203?hl=en
https://support.google.com/google-ads/answer/7450050?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 Display Professional Certification" page.