A self-publishing business has determined that their highest-value potential customers reach out using a form on their website. They want more prospective customers to submit this form. What's the right campaign objective for this business's goals?

The correct campaign objective is Leads because the business wants to encourage prospective customers to complete a specific action (filling out a form) that directly generates sales leads. The "Leads" objective in Google Ads is designed to optimize for conversions like form submissions, sign-ups, and contact requests. "Product and brand consideration" focuses on encouraging people to explore products or services, not necessarily to convert immediately. "Brand awareness and reach" aims to show ads to as many people as possible to build brand recognition, without a direct conversion goal. "Website traffic" focuses on driving visitors to the site, but doesn't prioritize specific high-value actions like lead forms.