A business wants to capture prospects via form submissions. Which marketing objective should they select to instruct AI Max on how to prioritize the budget?

They should select lead generation. The marketing objective is how the advertiser tells AI Max what a successful outcome looks like, and form submissions are lead generation conversions: a prospect handing over contact details rather than buying online or visiting a store. Choosing that objective directs budget towards the queries, audiences and moments most likely to produce completed form submissions, and it aligns bidding with the conversion actions that record them. Picking the wrong objective sends the AI after a different outcome entirely — traffic volume, or ecommerce purchases the site does not sell — and the budget follows that mistaken definition of success. It is also worth going a step further than the objective alone: giving leads values that reflect their quality, and importing outcomes from the CRM, lets AI Max prioritise the submissions that actually turn into customers rather than treating every form fill as equal.