Choose your Champion: Selecting your Facebook Ad Campaign Objective

Today, we’re talking about the many different kind of ads you can run on Facebook and Instagram depending on your desired business outcome.

If you’re thinking of creating ads that reach beyond typical “boosted” posts, this post is here to help you determine which campaign objective is best suited to help you reach your goals.

Let’s add some fresh terms to your lexicon.

  • Audience: The people you are targeting your ads to. These are your ideal clients –geographically or demographically—who you want to see your ads/product and engage with it.

  • Campaign Objective: This is the platform you are trying to support with your advertising. Are you trying to get your ideal audience to buy your products? To read your blog?

  • KPI (Key Performance Indicator): This is the thing you want your ideal audience to do when faced with your ads; the overarching goal or metric you are measuring to ensure the success of your advertising campaign. When you’re building ads in Facebook, the kind of conversions you’re monitoring is decided by your campaign objective.

When you’re building ads of any kind, it’s critical that you take the time to decide what your overarching goal is. That is the number one benefit of building your ads using Facebook Business Manager versus “Boosting” ads you may have posted organically on your Facebook Page.

When you boost a post, you’re pretty limited in the objectives you can work towards. They are usually focused around the following:

  • Sending people to your website

  • Getting people to engage (like, comment & share) with your content

  • Prompting people to send you a message via Facebook Messenger

Boosting was designed for small business owners who want to increase the reach of their content and business by making it easier for them to do so. But just because it’s easier, doesn’t mean it’s the best option for you.

When you build Ads on Facebook, you’ll have the opportunity to have your ads placed on up to three different platforms, Facebook, Instagram and Audience Network.

Posting ads to the Facebook Audience Network means your ads are placed on links people open from Facebook. Ever opened an article shared by your friend and seen an ad for that restaurant you were just googling? Surprise, Audience Network. Audience Network also includes any sidebar ads you may see on your newsfeed.

Building out your ads in Business Manager means you can sent these campaign objectives above, as well as many more. Let’s walk through each of them now.


Brand Awareness

This objective is developed to showcase your ads to people who are more likely to remember them. If you are struggling to establish your brand’s share of voice in your market, brand Awareness campaigns can help you get a pulse of how many people recognize your brand.


  • Estimated Ad Recall Lift (People) Metric – The estimated number of people who would remember your ads if asked about them in two days

  • Estimated Ad Recall Lift Rate (Percentage) Metric – The number of people estimated to remember your ad divided by the number of people you’re reached

  • Reach – The Number of people who were reached by your ads. The higher the better

Platforms: Facebook

Why would I use this objective?
These ads operate by showing your ideal audience roughly 2 ads a day for 5 days before polling them to see if they recall seeing your ads in their newsfeeds.

The purpose of these ads is to evaluate your brand strength. Is your brand aesthetic strong enough to stop people in their tracks? Are the points of your business you’re leaning heavily on effective enough to get people to remember you? This objective seeks to help answer these questions.




The Reach objective will focus on how many people see your ads and how often they see them.


  • Reach – The number of physical bodies who have seen your ads

  • Impressions – The number of pairs of eyeballs that have seen your ads. This is calculated by looking at reach multiplied by frequency

  • Frequency – The number of times an individual person has seen your ads. Most advertisers strive for a frequency rate of about 5, meaning each individual person who sees an ad is exposed to one over the course of a campaign no more than 5 times.

Platforms: Facebook, Instagram

Why would I use this objective?

When you choose this objective, you want to your ads to be seen by as many people as possible. Measuring for reach means you are maximizing on the number of people who will see your ads within your target audience.

You can optimize towards reach or impressions with this objective as well as set frequency controls for the number of times an individual sees your ad and the minimum number of days between each time they see it.


Lead Generation

Lead Generation ads allow businesses of all sizes to collect information from potential customers who might be interested in their products and services. Forms can be custom built to your individual needs so you’re getting information that’s relevant to you in a way that’s easy for your guests – as Facebook will auto populate data potential clients already have listed on their Facebook page.

Lead Generation is also great, because you can directly connect your ads to a CRM tool you’re using to send mailing updates. Within minutes and in a way that’s completely automated, potential clients can complete a form via your ads, their information can be securely sent to a CRM database tool you’re using (Think MailChimp or ActiveCampaign) and emails can be sent directly to new clients with follow up instructions.


  • Form Completions – the number of forms that have been completed via your ads.

Platforms: Facebook, Instagram

Why would I use this objective?

If it’s your goal to contact as many potential clients as possible, or to have as many people join your email reader list for your weekly updates, this is the form for you. The ability to collect all your potential clients in one place and build a durable CRM contact list means future ad campaigns and audience creation gets easier.


Brand Consideration

Brand consideration ads are all about getting people to start thinking about your brand and, hopefully, also getting them to a place where they want to learn more about you. There are five different Brand Consideration Campaign Objectives you can choose from when building your ads in Facebook, depending on what you want your ideal client to do when they come across your ads.


Choose this objective if you want to drive people from Facebook or Instagram to somewhere else; either another link or website or to your desktop or mobile app.

  • NOTE: A Facebook Pixel is crucial to making the most of this ad objective. If your pixel is installed and operating, you’ll be able to not only measure the KPI of how many people clicked on your links, but also how many people actually loaded your landing page, or the average session time of people who visited your website via the link you provided in your app.


Choose this objective if you want to have more people see and engage with your posts or page. If you’re targeting engagement as your campaign objective, you can design ads to have your audience do the following:

  • Engage with your Posts – encouraging people to like, share and comment on your existing Page posts

  • Promote or Like your page – drive people to like your business’s page

  • Claim an Offer – if you’re offering a special discount or coupon code for people using your Facebook page, you can use the engagement initiative to encourage people to save and later redeem that offer

  • Attend your event – If you’re in the party business, you can use the engagement campaign to promote your events, so more people claim interest, or RSVP in attendance.

  • Install your App – This objective allows your ideal audience a chance to download and install your desktop or mobile applications from their Facebook page.

  • View your Video - If the most important thing to you and your business is video views, this is the objective for you. While all these other campaign objectives will support video ads, this is the only one designed to optimize your video views. You can set your KPI as 2-second, 10-second, or 15-second continuous views.

Platforms: Facebook, Instagram, Audience Network

Why would I use this objective?

You want to build a following of people enthusiastic about your brand and your product. Plain and simple.



Have you ever browsed an online shop, added stuff to your cart and then decide you’ll think on it before buying? The next thing you know, you’re signing on to Facebook and you see those exact items you added to your cart in an ad for that shop you just browsed.

You’re not alone. Setting up Facebook ads for the purpose of driving conversions are extremely popular for people running their own business as this campaign objective allows you to convert those people in your audience from thinking about buying, to actually buying.

NOTE: This campaign objective is only possible if you set up a Facebook Pixel, and is capable of tracking conversions on a website or a mobile app.


  • Conversion Dollars: The total revenue driven by conversions on your website

  • Number of Conversions: The total number of people who converted on your website. Be mindful, this metric tracks all conversions, not just the number of people who converted on a specific item.

    • Example: If you’re rolling out a new line of seasonal attire and running conversion ads, the number of conversions you receive, and the revenue received, cannot just be attributed to the ads you’re running on that one specific item.

Platforms: Facebook, Instagram, Audience Network

Other versions of this ad:

The above only outlines if you want to track purchases through your website. Remember that example we used above about seeing items living in your cart appear on your newsfeed? This is an example of a Dynamic Catalog Sales Ad.

Additionally, if it’s more important to you to track people coming into your business, you can leverage the Store Visits campaign. This is optimized best for businesses with multiple locations, but it allows Guests to easily find your business closest to them, and will deliver on the KPI of people who were exposed to your ad and then visited your location.

Why Would I use this Objective?

You want people to buy your products, and you want to keep track of how many dollars your individual ads can drive, regardless of the products you feature. Or, you want people to come into your location to boost sales.




If you want people to be able to message you to speak 1:1 or share their thoughts, the Campaign Objective of Messages is probably right for you. Using this ad campaign means you can start message conversations and reengage conversations with people your business has messaged in the past.

This is also a great way to distribute individualized coupons or offers, or ask your guests for their opinion


  • Messaging Conversations Started: The number of times people started messaging your business after at least 7 days of inactivity because of your ads.

  • Messaging Connections: The number of people you can send messages to.

Platforms: Facebook

Why would I use this objective?

If you’re in the business of sharing your expertise – you’re a freelancer, or motivational speaker, or any profession where people have questions and you have answers, this is a great opportunity to engage those folks who want to chat with you.


One More Thing…

Each of these campaign objectives will provide you with a Cost Per Metric. (Cost Per Click, Cost per Result). It goes without saying that you want your Cost Per metric to be as low as possible.

A low Cost Per Metrics means your dollars are being spent efficiently, and if you factor in any costs associated with creating your products, a Cost Per metric can allow you to better determine the amount of incremental profit your ads brought in.

Don’t worry if you’re scratching your head. We’ll be talking about Return on Investment and Incremental Profit later on in this series.

We hope by now you’re feeling confident about which kind of Facebook Ad you want to run to support your business objectives.

To catch up on the rest of this Facebook Ads Series, review the links below:

Ready to run Facebook Ads? Here’s four things to do first.