Fine-tune your ad campaigns with a new menu of optimization goals — for instance, the Conversion Leads goal for Lead Ads. Targeting Conversion Leads specifically allows advertisers to send ads right to leads who are the most likely to convert. (Another update to the ads manager? Users can integrate their CRM data right into Facebook for even more specific reach.)

Alternatively, advertisers can set a Calls Optimization goal, to connect with customers most likely to click on a Call Now ad button. Optimizing this can help improve performance and lower the cost per call. 

There’s also now an option for businesses to convert Lead ads forms into Messenger templates, making it easy and effective to follow up with leads via Messenger. 

It’s a smorgasbord of ad options! Feast!