For a campaign focused on direct purchases, which ad objective is most suitable?

The most suitable ad objective for a campaign focused on direct purchases is the one that specifically aims to drive conversions. Conversions as an objective is designed to encourage users to take a specific action, such as making a purchase or completing a transaction. When marketers choose this objective, they optimize their ads for people most likely to convert, thus increasing the chances of direct sales.

In contrast, brand awareness is aimed at increasing familiarity and recognition of a brand among consumers but does not specifically target actions related to purchases. Lead generation focuses on collecting information from potential customers, which is a step before making a purchase. Traffic objectives aim to bring users to a website but do not ensure that those users will complete a purchase once they arrive. Therefore, among the listed options, the conversions objective directly aligns with the goal of generating immediate sales.