Not at all. Whilst Google Ads are commonly associated with selling products online, they can be used for any number of marketing goals, including lead generation, brand awareness or driving traffic towards any type of landing page. Ecommerce and Google Ads go hand in hand because there’s a very simple way of tracking ROI, as revenue generated can easily be tracked.
With lead gen you will tend to push traffic towards some kind of lead magnet and need to track resulting leads through the sales funnel, working out your conversion rate in order to effectively ascertain ROI from your Google Ads.
Google Ads tend to work best with customers looking to purchase so there is high intent, meaning that they are often seen as less effective in promoting more top of the funnel informational content. That’s not to say they’re not effective at doing this, but just less so than ranking this content organically.