Google Ads Conversion Goals Explained (Primary, Secondary, Custom Goals)

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Google Ads doesn’t optimize based on what you want. It optimizes based on the conversion goals and signals you allow into the system.

If those signals are wrong, your campaign will optimize in the wrong direction — even if everything else looks correct.

In this video, I explain exactly how conversion goals control optimization, including:

• Primary vs Secondary conversions
• Account-default goals vs campaign-specific goals
• Standard goals vs Custom Goals
• How to separate upper funnel and lower funnel campaigns properly
• A clean, simple setup for search-based lead generation accounts

This is the system that determines what your campaign is actually optimizing toward. Once you understand it, you can stop accidentally training Google on the wrong signals.

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