Choosing the right campaign objective

Meta asks you to pick an objective before anything else, because the objective changes who the algorithm shows your ad to. A Traffic campaign optimizes for clicks — Meta finds people statistically more likely to click a link, which is good for driving visits to your own booking page or Donded landing page.

A Leads (or Lead Generation) campaign optimizes for form completions using Meta's own native lead form, so someone can submit their name and number without ever leaving Facebook or Instagram. This usually produces a lower cost per lead than Traffic, since there's no extra step of loading an external page, but the leads can be lower-intent — someone tapping through a form on their phone commits less than someone who clicked through to your actual site.

Awareness campaigns optimize for reach and impressions rather than any action — useful for brand recognition in a new suburb, but rarely the right first move for a tradie who needs the phone to ring. For most trade businesses starting out, Leads is the strongest default: cheaper cost per lead, and Donded's lead-to-booking automation turns each one into a booked appointment without you lifting a finger.