How Goals Work

A goal is what you want your agent to accomplish, not a single email or a single ad. Email outreach, paid ads, and social content are the tactics your agent runs to get you there.

What a goal actually is

A goal is the unit of intent in LeadClaw. Something like "book 10 roofing inspections in Dallas" or "fill 15 open slots this month for a med spa." You set the goal.

Your agent figures out which tactics move it forward. This is a change from how LeadClaw used to work: older habits treated a cold email campaign as the top-level thing you created and managed. That's outdated now.

A campaign is just one tactic your agent can run under a goal, alongside ad campaigns and social posts.

Channels are tactics, not separate products

When you create a goal, you pick which channels it's allowed to use: email, paid ads, social, or any mix of the three. Your agent only works the channels you turn on for that goal. Each one runs as a tactic inside the goal, not as its own thing you manage on the side.

• Email: cold outreach, drafted and sent by your agent within your daily sending limits
• Paid ads: Google Ads and Meta Ads, built by your agent and held for your approval before any of it spends
• Social: Facebook, Instagram, X, and LinkedIn, drafted by your agent and held for your review before it posts

Creating a goal

Go to Goals in the sidebar and click New goal. Creating one is a 3-step wizard: Goal, Audience, Channels. You write the objective first, narrow down who and where next, then choose channels last.

Every connected channel is on by default when you get to step 3. That's on purpose. You opt channels out, not in, so tap a chip to turn one off.

There are a couple of optional extras tucked into the flow too. You can narrow the email audience further, cap a monthly ad budget, or add guardrails, which are claims you never want your agent making for this goal.

How your agent works your goals

Your agent doesn't treat every goal equally all the time. On each planning pass it looks across your active goals, picks the one that needs attention, and advances it with whatever tactic makes sense at that moment: sending an email, drafting an ad, filling a content slot. A goal that's stalled or has something waiting on you gets picked up sooner than one that's already humming along.

That's also why the quick actions on a goal's page matter. They let you tell your agent exactly what to do right now instead of waiting for its own judgment to get there.

The goal detail page

Open any goal from the Goals list to see its detail view. Up top: the objective, who and where you're targeting, and its status. Below that, a three-stage funnel showing reached, engaged, and inquired for this goal specifically.

Underneath the funnel sits a Tactics section with three tabs, one per channel: Content plan, Ads, Emails. Each tab is a lens into that channel's work for this one goal, not a global view of everything you have running. Switch tabs to see what's live, what's drafted, and what's waiting.

Further down you'll find the leads your agent has found for this goal, its recent content, a "Needs you" panel collecting anything waiting on your review, the quick actions, and a read of your goal's messaging.

Quick actions

Three buttons on the goal detail page let you queue work on demand:

• Draft ad campaign
• Fill this week's posts
• Draft outreach campaign

Each one only shows up if the goal has that channel turned on. Click it and your agent queues the work, then picks it up on its next pass, usually within a minute. Nothing here skips review: ad campaigns land pending approval, social posts land as drafts, and outreach campaigns wait for you on the Cold Email page before the first send goes out.

How many goals you can run

Active goals are metered by plan:

Plan	Active goals
Trial	1
Pro	3
Ultra	5

Hit your limit and New goal is disabled until you pause, complete, or remove one, or upgrade to a plan with more room.

What changed from the old campaign model

If you used LeadClaw before goals existed, here's the short version: a campaign used to be the thing you created. Now it's a tactic that lives under a goal. A cold email campaign with no goal attached will redirect you back to Goals with a notice, because it needs a home before your agent can keep working it.

Once a campaign has a goal, everything about it shows up on that goal's Emails tab instead of floating on its own. Nothing about how outreach itself works has changed, just where you go to see and manage it.

For help writing a goal that actually produces good outreach, see Writing Effective Campaign Goals.