Question: Ken has been able to successfully use Search campaigns to attract more clients to his law firm by using a contact form in his ads. He now wants to launch a new Display campaign to further promote the same goal. What should his new campaign goal be?
- Product and brand consideration
- Website traffic
- Brand awareness and reach
- Leads
Explanation
The correct campaign objective is Leads because a contact form submission is a lead-generation action, not just a visit or an awareness signal. Google Ads uses campaign objectives to align setup and optimization with the business result being pursued, and lead-focused goals are intended for actions such as inquiries and sign-ups. Since the business already knows that contact forms are the desired outcome, the new Display campaign should be optimized toward that same conversion goal. This keeps the campaign focused on generating prospective clients rather than broad exposure or general site visits. Google Help+1
Why the other options are incorrect
Product and brand consideration focuses on interest and evaluation, which is a higher-funnel goal than form submission. Google Help
Website traffic prioritizes visits, not completed lead actions such as contact form submissions. Google Help+1
Brand awareness and reach is meant for broad visibility, not for optimizing toward prospective client inquiries. Google Help
Source for verification
https://support.google.com/google-ads/answer/7450050
https://support.google.com/google-ads/answer/1722022
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.