For a brand-new Facebook Page, the best campaign objective depends on what you’re trying to achieve right out of the gate—but here are a few solid recommendations based on common goals:
If you're just getting started and want visibility:
Objective: Engagement → Post Engagement
This helps you build social proof (likes, comments, shares) and train the algorithm with early signals. It's low-cost and great for warming up a cold page.
If you want to build a following:
Objective: Engagement → Page Likes
While Page Likes aren’t as crucial as they used to be, this still helps establish credibility if you're just starting and want to grow an audience base.
If you're promoting a video intro (e.g., about your service):
Objective: Video Views
Perfect for boosting reach with low cost per view and retargeting the watchers later with more action-based ads.
If you have a lead or sale goal in mind early on:
Objective: Leads (using Instant Forms) or Conversions
Use this once your page has some activity and you’ve installed the Meta Pixel. These are higher-intent campaigns but need better creative and a warm audience to work well.
Pro Tip: Start with Engagement or Video Views for 1–2 weeks to warm up your page, then shift into Leads or Traffic once you’ve built some audience and data.
