Business goals refer to accomplishments or targets your company wants to achieve in a short- or long-term period. Examples of these can include improving traffic on your website or increasing overall brand awareness. Setting business goals is vital for measuring success, giving your employees a clear understanding of the company’s direction, and ensuring that the company is on track for success. Here, Pure SEO discusses how small business owners can translate their business goals into Google Ads campaign goals.

Google Ads Campaign Goals

In most circumstances, business goals translate directly to Google Ads campaign goals. Your campaign goal should align with the objective you wish to achieve, such as improving product or service sales. After selecting a campaign goal, you will receive recommended features and settings that can help improve performance and boost your results.

Customise your Google Ads campaign by selecting the type of customers you wish to advertise to, the campaign you would like to run, and where customers see your ads. You can choose only one goal per campaign.


One of the most common campaign goals is to increase sales and profit of your products or services. The achievement of this campaign goal is easily measured by calculating the revenue your company earns during the campaign period.


A lead refers to a consumer who has shown interest in a company’s products and services but has not yet made a purchase. Increasing the number of leads increases the likelihood of them becoming future customers.

Website Traffic

Traffic refers to how many people visit your website. The more people that visit, the more eyes are on your products and services, and the higher the likelihood of a sale.

Brand Awareness and Reach

Brand awareness measures how familiar consumers are with your brand and the degree to which they can recognise you by name. This Google Ads campaign goal is one of the most crucial aspects of marketing. Brand awareness measures how much of an impact you have made on your consumers and if they can remember what products and services you offer, distinguishing you from competitors.

Product and Brand Consideration

The next step after brand awareness, brand consideration is shaped by the consumer experience and refers to whether a customer will consider purchasing from your business.

App Promotion

App promotion goals can be separated into three subtypes: app installs, engagement for people who already use the app, or app pre-registration (android only) for apps yet to be released.

Types of Campaigns

Select the type of Google Ads campaign you would like to run and the main goal you would like to achieve. Add and remove a goal at any time or choose not to use them at all. Customise your campaign according to where you’d like customers to see your ads, along with other features and settings that will help you achieve your desired results.


Search campaigns, also known as paid search advertising, place online advertisements before organic listings in search engine results according to specific keywords searched by the user. If you run a paid search campaign in Auckland, pay a small fee whenever somebody clicks on your ad to direct them to your product page.

Goals for search campaigns:

  • Sales
  • Leads
  • Website Traffic


Display ads refer to visually engaging ads that appear on websites, apps, and Google-owned properties like YouTube. These can be text-based, image, or video ads encouraging the user to click through to a landing page displaying the product or service.

Goals for Display Campaigns:

  • Sales
  • Leads
  • Website Traffic
  • Brand Awareness and Reach


If someone searches for a product, Google Shopping ads will display your product ad along with all relevant shopping ads from merchants that offer the same or similar products. Clicking on the ad will take the customer straight to the product page.

Goals for shopping campaigns:

  • Sales
  • Leads
  • Website Traffic


Run ads in videos on YouTube, websites, or apps running on Google Video Partners in a range of ad formats. Visual ads like videos are becoming increasingly popular for the marketing and promotion of products and services.

Goals for video campaigns:

  • Sales
  • Leads
  • Website Traffic
  • Product and Brand Consideration
  • Brand Awareness and Reach


App campaigns will utilise text, images, and assets from your app store listing to design a range of ads across different formats and networks. This helps promote your app to the designated audience depending on your Google Ads campaign goal subtype.

Goals for app campaigns:

  • App Promotion

When deciding on your Google Ads campaign and goals, you must first understand your audience and how best to appeal to them. Conducting proper research into your target market and potential buyer persona will prove beneficial in helping you craft an effective campaign that achieves results.