Facebook Ad Objectives That Drive Business Results

Facebook offers several ad objectives to drive campaign performance. Within ads manager, Facebook requires advertisers to select an advertising objective. Objectives help clarify the specific goal of your campaign and encourage users to complete an action. There are 3 main categories to assist with the overall goal of your ad. These categories consist of awareness, consideration and conversion. Under each category, you will find specific ad objectives to fit your business goals.


Awareness: Objectives that generate interest in your product or service.

  • Brand Awareness: Raising brand awareness is the first step to a successful brand. The brand awareness objective will show your ads to people who are likely to pay more attention to an advertiser’s ads. These people will be more likely to remember them.
  • Reach: The reach objective maximizes the number of people who see your ads and how often they see them. Choose this objective if you want to build brand awareness, change brand perception, or show your ad to as many people in your audience as possible.

Consideration: Objectives that get people to start thinking about your business and look for more information about it.

  • Traffic: The traffic objective is designed to drive people to your website or app. With traffic as your objective, you can create ads that send people to a destination on or off the Facebook platform. Facebook has shared research that clicks don’t necessarily lead to sales, including information about how “clicky” users are more expensive to target. If measuring attribution is your goal, you may want to consider a conversion objective. A conversion objective requires the installation of a pixel, which allows you the ability to track, measure and retarget your ads.
  • Engagement: The engagement objective is designed to get more people to see and engage with your Facebook post or page. With engagement as your objective, you can create ads that will deliver more likes, comments, shares, and photo views. While an engagement objective does allow for user participation, it isn’t a top line business objective. Instead, you may want to consider a reach objective to showcase your ad to potential and existing fans who will engage with your content. 
  • App Installs: Get more people to install your app, optimize for app events or attract your highest-value customers with value optimization.
  • Video Views: The video views objective specifically optimizes for video views by showing your ads to the right audience to help you get the most video views at the lowest cost. While other objectives don’t optimize for video views, they are available to support.

toiia 2

  • Lead Generation: Lead generation is the building of interest in a business’ products or services. To do this, businesses create campaigns that encourage consumers to fill out a form with their contact information. The lead generation ad objective is recommended for acquiring new leads and potential customers for your business. Advertisers can use the lead generation objective as one entry point to get people to take an action that signals their interest in making a transaction, such as a purchase on your website. Lead generation is the only ad objective on Facebook that allows you to add contact forms to your lead ads. Within the contact forms, you can request names, email addresses or other relevant contact information from people who click on your ad. Lead ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls and business information.
  • Page Like: Page likes ads can be used to drive users to like your page.


  • Event Responses: Event response ads can be used to promote awareness of your event and drive responses.
  • Messages: Get more people to have conversations with your business to generate leads, drive transactions, answer questions or offer support.
  • Conversion: Objectives that encourage people interested in your business to purchase or use your product or service.
  • Conversions: Get more people to use your website, Facebook app, or mobile app. To track and measure conversions, use the Facebook pixel or app events.
  • Catalog Sales: Show products from your catalog based on your target audience. A catalog contains information for all items you’d like to advertise in your Facebook ads. You can use a catalog with multiple Facebook ad types and formats.


  • Store Visits: The store visits objective lets you create dynamic local ads for multiple store locations, so you can drive store visits and in-store sales. This objective also lets you target people within a set distance of one, or many, of your store locations with ads designed to help people navigate to, or contact, the location closest to them.

No matter what your advertising goals may be, Facebook has an ad unit to fit your business needs! The team here at Ignite Social Media are happy to help construct your advertising strategy and maximize your media budget. Ready to take the plunge? Give us a ring!

Contact Us

Ignite Social Media