You manage marketing for a local tourism company and you're creating a Discovery campaign with the goal of generating leads. Which of the following images should you upload?

Analysis of Correct Answer(s)

The best option is Images of tourists enjoying their tour in scenic locations. This choice aligns with creative best practices for Discovery campaigns, which are designed to be visually engaging and inspiring.

• Authenticity and Aspiration: These images are authentic, showing the actual product (the tour) in an aspirational way. Potential customers can visualize themselves enjoying the experience, which is highly effective for a lead generation goal in the travel industry.
• Relevance and Clarity: The creative is directly relevant to the service being offered. It clearly communicates the value proposition—a fun tour in a beautiful setting—without any distracting or confusing elements.

Analysis of Incorrect Options

• Images of tourists in locations both on and off the tour: Including images from "off the tour" is irrelevant and dilutes your message. Ad creative should be focused solely on the product or service you are promoting.
• Only your best-performing image from social media / Only your main website photo: These are incorrect because they limit your campaign to a single image. Discovery campaigns use machine learning to test multiple creative assets (images, headlines, descriptions) in various combinations to find the highest-performing ad for different users. Providing a variety of high-quality assets is critical for the algorithm to optimize effectively.