Campaign types and settings
Lead generation campaign
A campaign built to collect contact details from potential buyers, through a form on the platform or on the advertiser's site.
What it is
Platforms offer lead objectives with built-in forms (Meta lead ads, LinkedIn Lead Gen Forms, TikTok lead generation) as well as site conversions.
Why it matters
For lead generationFor companies that sell through a pipeline, it is the main campaign type; its leads feed the sales team.
In practice
Choose between on-platform forms (more leads, less intent) and site forms (fewer leads, more intent), and send every lead to the CRM.
A common mistake
Judging it by cost per lead without tracking how many leads qualify.
All terms