top of page

What is the difference between Sales and Lead Objectives in Google Adwords Campaigns?

Creating Google AdWords campaigns for small businesses can be a relatively simple process if you know what you are doing. It does require some effort and knowledge.

Firstly, you need to understand the business and its target audience. This will help you choose the right keywords and create ads that are relevant and compelling to potential customers.

Secondly, you need to have some knowledge of Google AdWords and how to set up campaigns, ad groups, and ads. This may involve researching and learning about different ad formats, bidding strategies, and targeting options. Finally, you need to monitor and adjust the campaigns regularly to ensure they perform well and deliver a good return on investment.

Overall, creating Google AdWords campaigns for small businesses can be a challenging task. But with the right knowledge and effort, it can be an effective way to attract new customers and grow the business.

Choosing the Right Google Adword Objective

The very first thing you have to decide is what your objective. What are you trying to accomplish?

  1. Sales- The "Sales" campaign objective in Google Ads is intended to drive direct sales for a business. It's often used by businesses that want to promote services or products and encourage customers to make a purchase. 

  2. Leads- In Google Ads campaigns, "leads" are potential customers who have shown interest in a product or service. This can be done by providing contact information or taking a specific action on a website, such as filling out a form.

  3. Website Traffic-The website traffic objective can help increase brand visibility, generate more page views, and potentially lead to more conversions

  4. Product and Brand Consideration-The "Product and Brand Consideration" campaign objective in Google Ads is a tool for businesses to build awareness and interest in their products and brand. This objective is similar to the Website Traffic objective, and targets quality leads for what a business offers

  5. Awareness and Consideration-The awareness and consideration objectives in Google Ads campaigns are intended to encourage potential customers to think about your brand or products when they are shopping or researching.

  6. App Promotion-The "App Promotion" campaign objective is a type of campaign objective in Google Ads that is designed to promote your mobile app and encourage downloads and engagement. This objective is typically used by businesses that have a mobile app and want to increase its visibility and usage among potential customers.

  7. Create a Campaign with no goals or guidance- Choose a campaign type first, without a recommendation based on your objective.

For most small businesses, sales and leads work best. The other options are for bigger companies focused on brand awareness or top-of-mind.

Which type of small business do you have: retail or service-based?

When it comes to choosing the best Google AdWords campaign objective for small businesses, the decision between sales or leads can be a bit tricky. Both options have their own set of advantages and disadvantages, and the choice ultimately depends on your business goals.

Retail owners, Choosing Sales Objectives is the best Objective for Immediate Revenue

Product Sales, In-store or Online Sales

If your primary goal is to generate immediate revenue, running a sales campaign might be your best option. With a sales campaign, your advertisements will be focused on driving traffic directly to your website's product pages, where customers can make a purchase. This strategy can be very effective if you have a high-converting website and a product that is in demand. This approach is most suitable for retail stores that sell products online or have their customers come to their location and purchase them in person.

This type of advertisement usually contains a powerful call-to-action (CTA) that encourages the user to take immediate action, such as "Buy Now” or "Shop Today".

Service-based owners, choosing lead objectives is the best objective for immediate revenue

Service Based, Website Traffic

If your aim is to establish a loyal customer base and encourage them to book appointments through your website or over the phone, then a leads campaign may be the way to go. This type of campaign is designed to collect customers' contact information, such as their email addresses or phone numbers, through targeted ads. It's an effective strategy if your service requires careful consideration before purchase or if you're looking to develop a mailing list for future marketing initiatives.

These ads typically include a form that users can fill out to request more information, schedule a call or consultation, or sign up for a newsletter or other email list.

Ultimately, the choice between sales or leads campaigns depends on your business goals. Testing both options to see which one works best for your unique business is important.

Benefits of a “sales” objective in adwords campaigns

Setting a sales objective in your Google AdWords campaign can bring several benefits to your business. It may also involve having NO person-to-person contact before a sale.

1. A sales objective helps focus your advertising efforts on generating conversions, which in turn can increase revenue for your business. By setting a sales objective, you can track the number of conversions that are generated by your ads and adjust your campaigns accordingly to optimize your results.

2. A sales objective can help improve the overall effectiveness of your advertising campaigns. When you set a sales objective, you can tailor your ad messaging to focus on the benefits of your products or services and encourage users to take action. This can lead to a higher click-through rate and, ultimately, more conversions.

3.Setting a sales objective can help you to measure the ROI of your advertising campaigns. By tracking the number of conversions generated by your ads, you can calculate the cost per acquisition and determine the effectiveness of your advertising spend. This allows you to make data-driven decisions about your advertising campaigns and maximize your return on investment.

Overall, setting a sales objective in your Google AdWords campaign can bring significant benefits to your business, including increased revenue, improved campaign effectiveness, and better ROI measurement.

Benefits of a “lead”objective in google adwords campaigns

 A lead objective is a specific goal that a business wants to achieve through their AdWords campaign, such as increasing website traffic, generating more leads or sales, or increasing brand awareness. It may also involve having a person-to-person contact before a sale.

1. First and foremost, it helps to ensure that your campaign is focused and targeted towards achieving a specific goal. This can help to improve the overall effectiveness and ROI of your campaign.

2.Having a clear lead objective can help to guide your keyword selection, ad copy, and landing page design, ensuring that each element of your campaign is aligned towards achieving your goal.

3.Having a lead objective is that it allows you to measure the success of your campaign more accurately. By setting specific targets for your campaign, you can easily track your progress and make adjustments as needed. This can help you to identify what's working and what's not, allowing you to optimize your campaign and improve your results over time.

Overall, having a lead objective is an important component of any successful AdWords campaign. It helps to ensure that your campaign is focused, targeted, and effective, while also providing a clear framework for measuring your success and optimizing your results.

The next step to creating your campaign is choosing what type of campaign do you want? Learn more on our next blog, “What Type of Campaign is Best for Your Sales or Lead Objective in Google Adwords?

Warp & Woof Agency specializes in social media marketing. Warp & Woof is a full-service, local Digital Marketing Ad Agency servicing Milton, Alpharetta, and the North Fulton area. We specialize:

  • Digital Marketing 

  • Social Media Marketing  

  • Website Design 

  • SEM (Search Engine Marketing) 

  • SEO (Search Engine Optimization) 

  • Local SEO 

  • Logos & Graphic Design 

  • Content Creation & Content Marketing 

  • Email Marketing 

  • Branding 

  • Website Management 

  • Video Production 

  • Account Management 

  • Marketing Consulting

We can help you meet your business objectives by helping you figure out the best solutions for your small business. Call Patty Carter, Owner of Warp & Woof, for a Free Consultation, at 678-471-8811 or contact us at

Subscribe Below to Receive our Monthly Newsletter in 2024. It will be full of important information to build your small business.


bottom of page