Facebook ads don’t work like AdWords. There’s no desire. No one looking for a specific product/service to buy.
Facebook takes a careful choreography of campaigns; different objectives all working towards the same end goal.4
Step 1. Awareness: Most people skip it. Which comes back to bite them later, when trying to drive conversions without the proper audience size (and reach) in place.
Step 2. Consideration: At the ‘top of the funnel’ you’re building an audience. In the middle, you’re building leads.
Step 3. Conversion: You’re nearly there. You’ve done all the hard work up to this point.