About performance goals for lead ads

When you create a lead ad, you can set your performance goal. You can choose leads or conversion leads optimisation, depending on the option that best aligns with your business goals.

• Leads: Set a performance goal to increase the volume of leads that you receive from your ad. Your ad will be shown to people in your audience who are most likely to contact you and become leads.
• Conversion leads: Set a performance goal to increase the quality of your leads. Your ad will be shown to the people in your audience who are most likely to become customers.

If you choose conversion leads, it's recommended that you share information from your customer relationship management (CRM) system in order to reach higher quality leads in your audience. Even if you've already connected your CRM to receive lead information, you'll still need to connect your CRM to send information back to Meta to get the most out of conversion leads.

After you've connected your CRM, you will be able to choose the stage that you think a lead should be considered high quality. Your ad will be delivered to the people most likely to reach that stage. No matter which stage you choose, the focus will still be on improving your ad's overall performance.

To learn more, take a look at the CRM integration walkthrough and review how to set up your CRM for conversion leads.