7 common Google ad campaign objectives
An objective is the main goal of your ad campaign. Ask yourself: what is the purpose of my ad campaign, and what action do I want people to take after seeing an ad?
As you build a Google ad campaign, you have 7 objective options that can ground your content around a particular business goal; let’s run through each one.
Sales
What is it?
An ad with a sales objective should drive conversions. The ad may outline a specific product, promotion, or discount that will spur someone to shop from your store. When they make a purchase within the specific attribution window after seeing the ad, it will count toward your sales objective.
Why use it?
Increase revenue and your return on ad spend (ROAS); for example, target high value shoppers or cart abandoners with a sales ad campaign to boost revenue.
How to use it?
Use this objective in search, display, shopping, video, and performance max campaigns.
Website traffic
What is it?
Website traffic refers to the amount of people clicking from your Google ad to the URL of your choice. Essentially, you want as many people as possible to land on the page you are advertising.
Why use it?
Drive traffic to your website; for instance, you may tease an upcoming product release and want as many people as possible to head to your website and sign up for early access.
How to use it?
Use this objective in search, display, shopping, video, and performance max campaigns.
Brand awareness and reach
What is it?
Awareness centers around how familiar people are with your company or the products you offer. Do people see your product and immediately know it’s from your brand? Do they recognize your logo and company name? This can also be known as brand recognition.
Why use it?
Target those who may be interested in your brand or product, but need an extra nudge to check it out; you can use multiple ad formats and cadences (e.g., weekly ads) to build brand recognition over time.
How to use it?
Use this objective in display and video campaigns.
Leads
What is it?
The leads objective specifically pertains to Google lead form ads, which collect contact information from someone so that you can follow up with them in the future. Often, a lead form will include a lead magnet (say an exclusive promotion, e-book, contest, etc.) that someone can access if they consent to marketing emails and provide their email address.
Why use it?
Grow your audience, as lead ad campaigns allow you to move your communication to an owned channel, like email, to boost revenue over time.
How to use it?
Use this objective in search, display, shopping, video, and performance max campaigns.
App promotion
What is it?
This objective is exactly as it sounds: your goal is to get people to install a mobile app or take a particular action on the app.
Why use it?
Spread the word about your mobile app; that way, more people will download it to their phones, and you can hit your goals for app engagement and provide another way for people to shop.
How to use it?
Use this objective in app campaigns.
Product and brand consideration
What is it?
This objective will encourage potential customers to consider your brand or products when they're researching or shopping, raising understanding of what your brand has to offer.
Why use it?
Engage with those who've demonstrated interest in your brand previously or who may be likely to consider purchasing from your store in the future.
How to use it?
Use this objective in video campaigns.
Local store visits and promotion
What is it?
This kind of ad raises awareness of your brick-and-mortar store, so that local customers may choose to visit in person when shopping for products.
Why use it?
Inform customers about the opening of a new brick-and-mortar location, or increase sales among local shoppers.
How to use it?
Use this objective in performance max campaigns.
Once you know the main objective for your ad, start outlining and organizing your ad content. The objective will drive your content decisions and help you to craft a clear call-to-action (CTA) for your audience.
Want additional context around these ad objectives? Learn more at the Google Ads Help Center.