Your Business Wants Sales and Not Much Else
For your business to succeed using PPC, you need to be showing your adverts to the right searchers at the right time. Doing this effectively will get you more conversions.
As well as this, you need to be not showing your adverts to searchers that are less likely to buy what it is you are selling (based on historical data).
Doing this will lower the amount of wasted spend on people that are unlikely to convert and instead let you use that money to increase conversions from people more likely to buy.