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As of September 1, 2023, Waze is no longer selling Ads. Read more about the Waze ads wind down.

About campaign goals and calls to action

Choosing a campaign goal is the first step of creating a campaign in Ad Manager. The goal you choose should be the main thing you want to get from your campaign, such as store visits or website traffic. After identifying your goal, you'll get to choose your ad format and call to action (CTA).

Learn how to create a campaign.

Store visits

Recommended CTA: Drive There

Choose this goal if you want to drive visits to your physical locations. Your primary CTA will automatically set as "Drive There", to encourage people to navigate to your business.

Brand & location awareness

Recommended CTA: Save Location

Choose this goal if you want people in your area to remember your business location. Your primary CTA will automatically set as "Save Location", to encourage people to save your location in location history for a future visit.

Website traffic

Recommended CTA: Save for Later

Choose this goal if you want people to complete an action (for example, a purchase or signup) on your website. Your primary CTA will automatically set as "Save for Later", to save a URL in potential customers' Waze inbox.

Calls

Recommended CTA: Call Now

Choose this goal if you want to increase phone sales or leads. Your primary CTA will automatically set as "Call Now", to encourage people to call your business phone number.

You can switch to a different CTA than the recommended one in step 2 of the campaign creation flow.

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