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Add Objectives

About the Brand Awareness objective

The Brand Awareness objective is for advertisers who want to show ads to people who are more likely to recall them.

The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows how many people we estimate would remember your ad if we asked them within two days.

A brand-lift study is required for the most accurate measurement of ad recall. However, if your campaign doesn’t meet the criteria to conduct a full study, the estimated ad recall lift (people) metric can be an accessible alternative.


About the Reach objective

The Reach objective maximises 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. With this objective, you can choose to maximise your reach or impressions for the entire duration of your campaign. You can set frequency controls for how many times a person sees your ad and the minimum number of days between each time they see it.

For example, let’s say you want your ads to reach a large proportion of your target audience to help increase sales. You can also tailor your reach with location targeting to reach people within a certain radius of your business location. You can choose the Reach objective to show ads to a larger portion of your audience. If you want to make people more aware of your brand or a new product, you can set frequency controls so that people see your ads more often.

Lead Generation

Businesses of all sizes and varying industries use lead ads to find new customers who are likely to be interested in their products or services. Lead ads allow you to collect information from potential customers. The information you can collect includes, but isn’t limited to, names, email addresses, phone numbers and more. In addition, you can ask people custom questions that you care about.

Lead ads can be used to collect sign-ups for newsletters, price estimates and business information, making them a great way to identify potential customers and share relevant information with them in the future.

Like other ads on Facebook and Instagram, you can create lead ads using ad creation. With Facebook’s lead ads, the contact form – or “Instant Form” – that you ask people to fill in, will appear natively on Facebook and Instagram.

Facebook’s lead ads can help you meet your business goals if you want to:

  • Find new customers for your business
  • Find out more about people’s interests
  • Sign up or register for your service
  • Enrol in your programme
  • Download a brochure or manual


  • Contact forms – or “Instant Forms” – are included in your ad: When people click on your lead ad, they’ll be prompted to fill in a short Instant Form to send you their contact info.
  • Choose which questions to ask in your Instant Form: You can customise the questions in your lead ad Instant Form so that it’s tailored to your business.
  • Easily download your leads: You can download your leads directly from Facebook, or you can connect your leads to a CRM such as MailChimp or Salesforce
  • Many CRM integrations: Connecting to a CRM can help you download your leads faster and take real-time action on new leads. Learn more about the benefits of using a CRM.

When a person clicks on your lead ad from Facebook, they are taken to an on-Facebook Instant Form. Likewise, when they click on your lead ad from Instagram, they are taken to an on-Instagram Instant Form. In this form, they can edit and confirm their pre-populated information before clicking the “submit” button.