When creating a campaign in Walled Garden, you’ll choose one of four objectives. Each one tells Meta’s algorithm what success looks like, which directly impacts who sees your ads and how they perform.
Choosing the right objective is the difference between wasted spend… and predictable results.
1. Lead Generation
What It Does
Lead Generation campaigns use Facebook & Instagram’s native lead forms to capture contact information directly inside the platform—no website required.
When to Use It
Use this when your goal is to:
Capture names, emails, and phone numbers quickly
Ask custom questions
Generate seller leads (home value, cash offers, etc.)
Build a database of prospects
Offer something of value (guide, list, consultation)
Best Practices
Offer a clear value exchange (e.g., “Get Your Home Value in 60 Seconds”)
Keep forms short and frictionless
Use qualifying questions to improve lead quality
Follow up immediately (speed = conversion)
Expected Outcome
High volume of leads at a lower cost per lead
Moderate intent (these are inquiry-stage prospects)
Best for building pipeline and nurturing
Think of this as: Volume + Speed
2. Brand Awareness
What It Does
Brand Awareness campaigns show your ads to people most likely to remember you, not necessarily click.
When to Use It
Use this when your goal is to:
Stay top-of-mind in your market (geo farming)
Build trust and familiarity over time
Warm up cold audiences before running lead campaigns
Promote your brand, not a specific offer
Best Practices
Use consistent branding (face, logo, colors)
Focus on simple, memorable messaging
Run this continuously in your target area
Pair with retargeting or future lead campaigns
Expected Outcome
High impressions and reach
Low cost per 1,000 views (CPM)
Increased recognition and trust over time
Indirect lift in future campaign performance
Think of this as: Visibility + Trust
Important To Understand: Brand Awareness does not generate leads. High volume traffic to your website does not equal high volume of conversions. Brand Awareness is designed to get your ad in front a large number of people in a short amount of time.
3. Drive Traffic
What It Does
Traffic campaigns send people off-platform to a destination like a website, landing page, or listing.
When to Use It
Use this when your goal is to:
Drive visitors to a landing page
Get eyes on content (blogs, guides)
Retarget website visitors
Best Practices
Use a fast, mobile-optimized landing page
Make sure the page has a clear next step (form, CTA)
Use strong click-driven headlines
Install tracking (Pixel/CAPI) for retargeting
Expected Outcome
High number of clicks at a low cost per click (CPC)
Lower conversion rate compared to lead ads (extra step required)
Builds retargeting audiences
Think of this as: Clicks + Intent Signals
Important To Understand: Drive Traffic is great for driving a lot of traffic and getting a lot of clicks, but is also not for generating leads.
4. Conversion
What It Does
Conversion campaigns optimize for specific actions on your website, such as form submissions or purchases.
This is the most advanced and highest-intent campaign type.
When to Use It
Use this when your goal is to:
Capture leads through your own landing page
Track real conversions (not just clicks)
Scale campaigns with better targeting over time
Retarget warm audiences for higher conversion rates
Best Practices
Use a high-converting landing page (this is critical)
Ensure Pixel + Conversion API are properly set up
Start with some traffic or data before scaling
Combine with retargeting for best performance
Expected Outcome
Lower volume, but higher-quality leads
Higher cost per lead—but better ROI
Improved performance over time as the algorithm learns
Think of this as: Quality + Optimization
How to Choose the Right Objective
If you’re unsure, use this simple framework:
Need leads fast? → Lead Generation
Want people to know you exist? → Brand Awareness
Sending people to a page? → Drive Traffic
Want the best leads from your own funnel? → Conversion
🚀 Pro Strategy (How Top Performers Use These Together)
The best advertisers don’t use just one—they layer them:
Brand Awareness → Build familiarity
Traffic → Create engagement + retargeting
Lead Gen or Conversion → Capture leads
This creates a full funnel that:
Lowers costs
Improves lead quality
Increases close rates