Google Ads allows advertisers to choose a campaign objective based on what they want to achieve — such as sales, leads, awareness, app installs, or store visits. Once you select an objective, Google automatically optimizes your ads toward the people most likely to take that action.
Choosing the right objective ensures:
✔ Your ads reach the right audience
✔ Your budget is used efficiently
✔ You achieve the best possible results
Below is a clear, detailed explanation of every Google Ads campaign objective with real-life examples.
Sales Objective
Goal
To directly generate purchases or transactions — either online or through an app.
When to use
Use this objective when your main aim is selling products or services.
Examples
- An eCommerce website selling shoes wants more online orders.
- A software company promotes paid subscriptions.
- A food delivery app wants users to place orders.
Where ads may appear
- Search results
- Shopping ads
- Display
- Video
- Performance Max campaigns
Why it works
Google shows your ads to people ready to buy — based on their search intent and behavior.
Best For
- Online stores
- Subscription businesses
- Booking platforms
- Apps with in-app purchases
Leads Objective
Goal
To collect customer information such as:
✔ Name
✔ Phone number
✔ Email
✔ Inquiry form submission
Purpose
Build a list of potential customers who may buy later.
Examples
- A real estate agent collects property inquiry leads.
- A coaching center gathers student sign-ups.
- A hospital promotes appointment booking forms.
- A financial consultant collects contact details.
Ad Types
- Search ads
- Display ads
- Lead form extensions
- Performance Max
- Video ads
Why it’s useful
Not all businesses sell online. Many require communication first — leads help build customer relationships.
Best For
- Service businesses
- Real estate
- Education
- Healthcare
- Consultancy
- Agencies
Website Traffic Objective
Goal
To drive more visitors to your website.
Purpose
Send users to:
✔ Blog
✔ Service page
✔ Landing page
✔ News article
Examples
- A blogger promotes new content.
- A startup directs users to its homepage.
- A tourism website promotes travel blogs.
Important Note
This objective does NOT guarantee sales or leads — it simply increases visits.
Why it helps
More visitors = better awareness + potential conversions later.
Best For
- Content websites
- Publishers
- Businesses building remarketing audiences
- New websites needing visitors
Brand Awareness & Reach Objective
Goal
To make more people know and remember your brand.
Focus
Visibility — NOT direct sales.
Examples
- A new beverage brand promotes its launch.
- A mobile company advertises a new phone model.
- A fashion brand wants users to recognize its name.
Common formats
- YouTube ads
- Display banners
- Discovery ads
Why it matters
Customers tend to buy brands they recognize.
Best For
- New businesses
- Product launches
- Large companies
- Long-term branding strategy
App Promotion Objective
Goal
To get more people to:
✔ Install your app
✔ Use your app
✔ Complete in-app actions
Examples
- A gaming company promotes app installs.
- A banking app wants more users.
- An eCommerce app encourages shopping via app.
Where ads appear
- Google Play
- YouTube
- Google Search
- Mobile websites
- Other apps
Smart optimization
Google finds users likely to install and use apps.
Best For
- Mobile app businesses
- Startups
- Software companies
Local Store Visits & Promotions Objective
Goal
To drive people to physical store locations.
How it works
Ads target people near your business.
Examples
- A salon promotes discount offers.
- A restaurant attracts nearby diners.
- A retail shop announces a sale.
- A gym advertises membership offers.
Useful features
- Location extensions
- Maps directions
- Call buttons
- Store visit tracking
Why it’s powerful
It converts online viewers → offline customers.
Best For
- Restaurants
- Salons
- Retail stores
- Local businesses
Product & Brand Consideration Objective
Goal
To encourage people to learn more about your product and think about buying it.
This stage is between awareness and sales.
Purpose
Increase:
✔ Engagement
✔ Interest
✔ Clicks
✔ Video views
Examples
- A car company shows feature videos.
- A smartphone brand compares models.
- A travel agency promotes tour packages.
Why it’s important
Customers research before purchasing — especially high-value products.
Best For
- Expensive products
- Electronics
- Automobiles
- Luxury brands
How to Choose the Right Google Ads Objective
Think about your main goal:
| If your goal is… | Choose this objective |
| Sell products | Sales |
| Get inquiries | Leads |
| Bring visitors | Website Traffic |
| Build brand recognition | Brand Awareness |
| Promote your mobile app | App Promotion |
| Bring people to your shop | Local Store Visits |
| Encourage research & comparison | Product & Brand Consideration |
Final Summary
Google Ads offers different objectives so advertisers can match campaigns to business goals:
✔ Sales – Best for online purchases
✔ Leads – Best for collecting customer details
✔ Website Traffic – Best for driving visitors
✔ Brand Awareness & Reach – Best for visibility
✔ App Promotion – Best for app installs
✔ Local Store Visits – Best for physical shops
✔ Product & Brand Consideration – Best for engagement & research
Selecting the correct objective helps Google target the right audience at the right time, improving results and saving budget.