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Choosing the wrong conversion goals in Google Ads can quietly drain your budget and cost you thousands of dollars. In this video, I’ll break down exactly how Google’s conversion goal system works and where most advertisers go wrong. You’ll learn the difference between primary and secondary goals, how to align them with your business objectives, and which settings to avoid. I’ll also share real examples of advertisers losing $10,000+ simply by tracking the wrong goals. By the end, you’ll know how to set up conversion goals that actually drive profit—not wasted ad spend.

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Frequently Asked Questions:

What are Google Ads conversion goals?

Conversion goals are specific actions you want users to take, like purchases, forms, or calls, that Google uses to optimize your campaigns.

Why is picking the wrong goal dangerous?

If you optimize for the wrong goal, Google will drive traffic toward cheap but low-value actions, wasting ad spend and lowering ROI.

What’s the difference between primary and secondary conversion goals?

Primary goals are the ones Google optimizes bidding for, while secondary goals are tracked but not used for bidding optimization.

Can I track multiple goals in one campaign?

Yes, but you must carefully choose which ones are primary, otherwise Google might optimize for vanity metrics instead of sales.

How do I know if my current goals are set up correctly?

Check if your primary goal directly aligns with revenue—such as purchases or qualified leads—not micro-actions like page views.

What’s an example of a bad conversion goal?

Optimizing for “add to cart” or “page visit” can be misleading, since these don’t guarantee revenue and inflate performance metrics.

How do I switch a goal from secondary to primary?

In Google Ads, go to the conversion settings, edit the action, and toggle it between “Primary” and “Secondary.”

What’s the most common mistake advertisers make with conversion goals?

Treating every action as a conversion, instead of focusing on the one or two actions that actually generate business results.