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.
You also need to be not showing your ads to searchers that are less likely to buy what you are selling.
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.