Should you choose message, lead form or sales ads?

Your ad objective decides what action you ask potential customers to take. The best choice depends on how your customers usually buy and what you can follow up on.

1. Map how your customers usually buy

Booking a service may start with a question, while a product with a clear price and options can take customers straight to a purchase page. Ask yourself: do customers usually ask first, fill in a form, or buy straight away?

2. Choose an action you can handle

• Message ads need someone who can reply quickly.
• Lead forms need follow-up by phone or message after a form arrives.
• Sales ads need a page and payment method that work.

Ads that bring in enquiries nobody answers only add to your spending.

3. Set measures that match the action

For message ads, record conversations started and qualified conversations (see how to read cost per result). For forms, record forms received and those that led to an appointment. For sales, record confirmed sales. One measure cannot replace another.

4. Start with one objective in a small test

Pick one objective and a test budget you can afford (see how to set your first ad budget). Running all three objectives at once in your first test makes comparison hard.

5. Review and adjust against your criteria

Set your measure, spending limit and review date before the ads start, then decide whether to keep running, change or pause (see when to pause, change or keep running ads).

A reminder

No objective guarantees sales. The objective influences how the ad platform targets delivery, but results depend on your offer, your page and your follow-up.

Next step

Would you like to choose the right objective for your business? Request an online session.

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