You're setting up a Shopping campaign but aren't sure which campaign goal to select. You'd like to engage with shoppers who are close to making a purchase decision. Which goal should you select?

When your objective is to engage with shoppers who are in the final stages of the customer journey and close to making a purchase decision, the Sales goal is the correct selection because it optimizes your campaign to drive actual transactions. Unlike "Awareness" or "Website traffic," which focus on broad reach or clicks, the Sales goal leverages Google’s machine learning to identify and prioritize users with the highest intent to buy your specific products. By selecting this goal, the system automatically adjusts bidding and placements to find shoppers who are most likely to complete a checkout, ensuring your budget is focused on delivering a high return on ad spend (ROAS) rather than just general engagement.