In addition to the audience targeting for your campaign, you can optimize your lead form to get more Leads ("More volume") or higher-quality ("More qualified") leads. For both options, audiences won't be added or removed, and the fields in your lead form won't be changed. Keep in mind that optimization may work differently depending on the campaign type."More volume" is the default lead form type, but you can change the lead form type to "More qualified". The option you choose may affect the cost per lead and the number of leads collected. You can change the lead form type at any time during the campaign. Some ways to generate leads are through job applications, blog posts, coupons, live events, and online content. Product qualified leads are contacts who've used your product and taken actions that indicate interest in becoming a paying customer. PQLs typically exist for companies who offer a product trial or a free or limited versi...