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All lessons in Google Ads for Beginners Lesson 1.1 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Setting PPC goals

Inside this lesson

  • The main Google Ads campaign goals and when to use each
  • What a conversion goal is
  • How to pick one goal for your first campaign

Short answer

Your campaign goal is the main result you want from your ads. For most small businesses, that is leads, sales, or phone calls. Website traffic is a weaker goal because visits do not pay the bills. Choose one goal, then define the single action that counts as a conversion, like a form sent or a call made.

The main campaign goals

When you create a campaign, Google asks for an objective. These are the ones beginners use most:

GoalWhat counts as successGood for
LeadsA form, message, or sign-upClinics, schools, contractors, B2B services
SalesAn online purchaseOnline shops with checkout
CallsA phone call from the adRepairs, deliveries, urgent services
Website trafficA visit to your siteNew content or very early testing

Google also offers goals like awareness and app promotion. Skip those for your first search campaign.

What is a conversion goal?

A conversion is an action you value, like a booking or a purchase. A conversion goal groups those actions so Google knows what to aim for.

From impression to click to visit to conversion, the goal is the conversionImpressionsaw the adClicktapped the adVisiton your pageConversioncall, form, saleYour goalCount the action that makes you money, not just visits.
Pick one conversion as your campaign goal, like a call, a form, or a sale.

Example: a dental clinic in Iloilo wants appointments. Its conversion is “appointment form submitted.” A visit to the homepage is not a conversion. You will set up tracking for these actions in Lesson 4.1.

How to pick your first goal

  1. Ask: what action makes you money? A call, a form, or a sale.
  2. Check that you can track it. Online forms and checkouts are easiest.
  3. Pick one main goal per campaign.
  4. Write your goal in one line, like “Get 20 aircon cleaning bookings a month.”

Try it: goal picker

Pick the best campaign goal for each business.

1. A Shopee-style online store with its own checkout page.
2. A towing service that customers call in emergencies.
3. A review center that collects sign-ups for a free trial class.
4. A blogger who wants more people to read a new article.

Common mistakes

  • Choosing website traffic by default. Visits are not customers.
  • Tracking too many actions at once. Google gets mixed signals.
  • Setting a goal you cannot measure. If you cannot track it, you cannot improve it.

Your action

Write your goal in one sentence with a number and a timeframe. Example: “10 catering inquiries per month from Quezon City.”

Key terms

Campaign goal
The main result you want from a campaign.
Conversion
A valuable action someone takes after clicking your ad.
Conversion goal
A group of conversion actions Google optimizes for.
Lead
A potential customer who shared contact details.

Questions beginners ask

Can one campaign have two goals?

It can, but beginners do better with one clear goal.

Is website traffic ever a good goal?

Only for early testing or promoting content.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.