Why might an advertiser use enhanced conversions for leads?

The selection is correct because enhanced conversions for leads is a specialized measurement solution designed to track sales that happen off a website from website leads, such as a phone consultation or an in-person closing that originated from a digital form submission. By capturing hashed, first-party data (like an email address) at the moment a lead is submitted on the site and later matching it against converted lead data from a CRM, this feature allows Google Ads to attribute offline revenue back to the specific ad interaction. This eliminates the need for a Google Click ID (GCLID) to be manually stored and uploaded, providing a more durable and privacy-safe way to optimize Smart Bidding toward the actual business value generated by lead-generation campaigns rather than just the initial form completion.