Sam wants to focus his advertising goals on lead generation based on users completing an inquiry form. How can he use DoubleClick Search to do this?

Set a campaign goal, then a revenue goal with user purchase as the conversion source.
Automate his direct programmatic ad buying.
Set a campaign goal, then a conversion goal with form completion as the conversion source.
Create a Dynamic Ad Insertion goal.

The correct answer is:

Set a campaign goal, then a conversion goal with form completion as the conversion source.