How to Combine Awareness and Performance Goals in Facebook Ads for Maximum Results?
The digital marketing landscape is evolving rapidly, with platforms like Meta offering advertisers more sophisticated tools to achieve both brand awareness and performance goals simultaneously. Recent updates to Facebook Ads' Performance Bonus program highlight this shift, enabling creators to monetize diverse content formats—from photos to Reels—while advertisers leverage mixed-objective campaigns for better ROI. Awareness objectives, such as ad recall or reach, traditionally focus on top-funnel engagement, while performance goals like conversions or sales target bottom-funnel actions. However, Meta's advanced algorithms now allow these objectives to complement each other in FB Ads, creating a holistic strategy that maximizes both immediate sales and long-term brand equity. This approach is particularly valuable in competitive markets where capturing attention and driving actions are equally critical.
I. Case Study 1: Ceneo's Success with Awareness + Performance Objectives
Ceneo, Poland's biggest price comparison platform, encountered typical e - commerce challenges. It needed to expand its reach and at the same time keep customer acquisition costs efficient. Their original strategy relied heavily on engagement and traffic objectives across Facebook and Instagram placements (excluding Reels), which delivered satisfactory but plateauing results. The breakthrough came when they implemented a dual-pronged approach: incorporating the awareness objective alongside their performance goals while developing Reels-specific creative. This wasn't merely adding another objective - the team meticulously crafted vertical video content (9:16 aspect ratio) with audio-on best practices, keeping key messages within Reels' "safe zone." Their multi-cell conversion lift study revealed dramatic improvements beyond the 38% cost reduction - including 2X lower cost per incremental content view. The success stemmed from Reels' immersive format combined with Meta's algorithm being trained on both upper-funnel and lower-funnel signals, allowing for more efficient audience targeting through Advantage+ features.
II. Case Study 2: Waitrose's Advantage+ Shopping Campaigns
UK premium grocer Waitrose provides another compelling example of mixed-objective success. Facing intense competition in online grocery, their initial approach focused narrowly on sales objectives in Advantage+ shopping campaigns within Facebook Ads. The game-changing insight came from testing consideration objectives alongside their performance goals through a rigorous multi-cell conversion lift study. Waitrose maintained identical creative (recipe-focused content highlighting price reductions) and audience parameters (UK adults 25+) across test cells, isolating the impact of objective mixing. The results were striking—a 1.5X increase in average order value on incremental sales and 4X higher incremental ROAS compared to sales-only campaigns. This success was enabled by Meta's machine learning algorithms, which could identify higher-value prospects when given both consideration and conversion signals. The 1.8X higher incremental reach demonstrated how mixed objectives help break through audience saturation - a critical advantage in competitive retail verticals.
III. Technical Implementation of Mixed-Objective Campaigns
Implementing successful mixed-objective campaigns requires careful technical execution. For Reels placements, creative best practices are non-negotiable—vertical video (9:16) with captions and key messaging in the center 80% "safe zone" to accommodate mobile UI elements. Audio should be optimized for sound-on viewing, as 85% of Reels are consumed with audio enabled. Advantage+ features play a pivotal role—the campaign budget optimizer automatically redistributes spend to top-performing ad sets, while placement optimization selects the most efficient surfaces across Facebook and Instagram. Measurement frameworks must be robust; conversion lift studies (like those used by Waitrose) quantify incremental business outcomes, while brand lift studies measure awareness impact. Audience expansion techniques leverage both Meta Pixel data and Conversions API (CAPI) for accurate attribution—critical when upper-funnel awareness efforts in Facebook Ads eventually drive downstream conversions that may occur days or weeks later.
Topkee enhances mixed-objective campaigns through precision audience segmentation and data-driven tools. Its TAG technology analyzes interaction data to create tailored audiences, ensuring creative delivery aligns with platform requirements like Reels' format and safe-zone guidelines. The TM tracking module provides granular insights into cross-channel creative performance, enabling real-time adjustments. Topkee's TTO tools unify multi-platform audience data, facilitating similar-audience expansion and dynamic creative refreshes to maintain engagement and combat ad fatigue. By integrating with Meta Pixel and CAPI, Topkee ensures seamless data flow for accurate attribution across the funnel, optimizing both immediate and delayed conversion strategies in Facebook Ads.
IV. Additional Success Patterns Across Industries
The benefits of mixed objectives extend beyond retail and ecommerce. Philippine activewear brand World Balance achieved a 3.4X ROAS during their holiday campaign by combining video ads with voucher distribution via Messenger—bridging online engagement to offline conversions with a 4.4% redemption rate. Icelandic skincare company Blue Lagoon grew internationally by 1.2X in link clicks after implementing Checkout-enabled Shops alongside Advantage+ campaigns in Facebook Ads. Meta's platform-wide analysis of 35 brand lift studies revealed an 8% lower average cost per incremental ad recall when including Reels placements—demonstrating the format's branding power at scale. These diverse cases share common threads: using multiple objectives to address different journey stages, leveraging Meta's automated tools for optimization, and implementing platform-specific creative best practices tailored to each placement type.
V. Strategic Recommendations for Advertisers
For marketers adopting mixed-objective approaches in Facebook Ads, key strategic principles can guide success. When aiming for awareness, such as targeting new audiences or launching products, use tools like Topkee's TAG technology to segment audiences based on interaction data, transaction history, and source channels. For performance-driven goals, especially in remarketing, leverage Topkee's plans to retain high-value customers cost-effectively.
Creative adaptation is essential. Topkee's TTO marketing tools allow dynamic collaboration to create tailored content for different placements and prevent creative fatigue through scheduled refreshes. Employ testing similar to multi-cell studies, with the support of Topkee's TM tracking module to analyze variables like traffic channels and creative performance.
Take advantage of Topkee's multi-platform interoperability across Facebook, Instagram, Messenger, and WhatsApp. This enables algorithms to learn from both early-funnel (awareness, interaction) and late-funnel (conversion, sales) signals. Consider this an investment in long-term infrastructure by integrating Topkee's audience expansion tools and diverse ad formats to continuously optimize Facebook Ads.
Conclusion
The case studies from Ceneo, Waitrose, and others demonstrate that the most effective Facebook Ads strategies no longer force a choice between brand building and performance marketing. By intelligently combining awareness and conversion objectives—supported by placement-specific creative and rigorous measurement—advertisers can achieve superior results across the funnel. As Meta's AI-driven ad systems continue evolving, we can expect even more sophisticated automated optimization across mixed objectives, with platforms potentially suggesting optimal goal combinations based on advertiser KPIs. For now, the evidence is clear: brands that embrace this holistic approach in FB Ads gain significant competitive advantages in cost efficiency, audience reach, and overall marketing effectiveness. Those ready to implement these strategies should consult with Topkee's team of professional advisors to develop a tailored approach to their specific business goals.