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What Campaign Objective Gets the Best Results?

Writer's picture: Ethan JonesEthan Jones



Getting poor results from your ads?


You might be using the wrong campaign objective.


Choosing the right campaign objective is one of the most critical steps in creating a successful ad campaign. 


Think of it as setting the destination before starting your journey—if you get it wrong, you won’t end up where you want to be.


Many advertisers, especially beginners, overlook the importance of this step.

 

They pick an objective based on what “sounds good” rather than what aligns with their business goals. 


The result? Money wasted on underperforming ads.


But don’t worry—we’re here to break down each campaign objective and help you figure out which one works best for your business.


The Different Campaign Objectives Explained


Meta offers a range of campaign objectives, each tailored to achieve a specific goal. Here’s a detailed look at them, along with insights into which ones to use—and which ones to avoid.


1. Awareness Campaign


This objective is designed to get your brand seen by as many people as possible. 


It’s great for big, established brands that want to stay top-of-mind with their audience. 


But for small businesses or startups? Not so much.


Why? If people don’t already know your brand, seeing your ad might not spark much interest. 


Instead of building trust, it often leads to users swiping past without a second thought.


Verdict: Avoid this unless you’re already a recognized name.


2. Traffic Campaign


Traffic campaigns are all about getting clicks to your website or landing page. Sounds good, right? Not so fast.


The problem is, this objective prioritizes clicks—not quality clicks. It shows your ad to users who are more likely to click on links, but these users often aren’t serious buyers.


Result: Lots of clicks, little to no conversions.


Verdict: Skip this if your goal is sales or leads.


3. Engagement Campaign


If your goal is to grow your social media presence, this is your go-to campaign. 


It shows your ad to people who love to engage—those who like, comment, share, and follow.


While this can be great for building brand awareness and creating a buzz, it’s not the best

choice if you’re looking to drive sales or generate leads.


Verdict: Use this for social media growth, not sales.


4. Leads Campaign


Now we’re getting to the good stuff.


Leads campaigns are perfect for service-based businesses. 


This objective puts your ad in front of people who are most likely to become leads—those who will fill out a form, request a consultation, or call your business.


For service providers, pairing this campaign with a solid lead nurturing strategy can be a goldmine for sales.


For eCommerce stores, however, it’s usually not the best fit unless your products are high-ticket items that require more consideration.


Verdict: Best for service-based businesses.


5. App Promotion Campaign


This one is straightforward. If you have an app that you want people to download, use this campaign.


Verdict: Perfect for app developers and businesses focused on mobile app growth.


6. Sales Campaign


Here’s the holy grail for eCommerce businesses.


The sales campaign, as the name suggests, is designed to drive purchases.


It targets users who are most likely to buy your product, making it the best choice for online stores.


Pair this objective with killer creatives, compelling offers, and a strong landing page, and you’ve got a recipe for success.


Verdict: The best choice for eCommerce stores.


How to Choose the Right Campaign Objective


Now that you understand the different campaign objectives, it’s time to evaluate your current strategy.


If your ads aren’t performing, the first step is to check whether you’re using the right objective for your goals.


Here’s a quick recap:


  • Use Leads Campaigns for service-based businesses.

  • Use Sales Campaigns for eCommerce stores.

  • Avoid Traffic and Awareness Campaigns unless they align with a specific strategy.


Ready to Make a Change?


If you’re running a campaign with the wrong objective, don’t panic.


It’s not too late to turn things around. Shut down the underperforming campaign and start fresh with the right objective for your business.


Not sure where to start? 


If you’d like me to take over and handle everything—from choosing the right objective to creating high-performing ads—book a free, no-obligation call today.


Together, we’ll create a strategy that increases your sales, boosts your revenue, and takes your business to the next level.


Book your free call here: 


Let’s get your ads working for you!


Thanks for reading,

Ethan


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