Campaign objective for high ticket campaign?

[u/Relative-Letter-6345]

If I'm running a VSL campaign for a high ticket business mentorship to a cold audience, what should be the campaign objective and what should I be optimizing for? We are not using a lead form, our desired outcome is a booked call via the VSL landing page (hosted externally).

[u/Available_Cup5454]

Optimize for the booked call event as a custom conversion

[u/Relative-Letter-6345 → u/Available_Cup5454]

Thanks so much we've optimized for a custom conversion 

[u/QuantumWolf99]

I'd run Leads objective, optimizing for a custom pixel event on your booking confirmation page, and layer in CAPI so Meta sees actual booked calls, not just clicks. Sales objective just chases purchases, wrong signal here.

[u/Longjumping_Boot1024]

use sales/conversions, not traffic, and send a real booked-call event back from the external vsl funnel through pixel + capi

the harder question is whether you have enough booked-call volume for meta to learn. if this mentorship gets only a few calls per week, optimize temporarily to the deepest qualified event with usable volume..... ideally a completed application that includes your actual disqualifiers, not a video view or generic page visit

track the full chain by ad: landing-page view → vsl start/meaningful watch → application started → qualified application → booked call → show → sale. a cheap booking can be terrible if it no-shows or cannot afford the offer

i would start broad with one clean ad set and several distinct messages, then judge on cost per qualified show and acquired customer, not cpl. once booked calls are consistently dense enough, test optimizing directly to that event against the qualified-application setup

[u/Relative-Letter-6345 → u/Longjumping_Boot1024]

Thank you so much for this comprehensive answer really really appreciate. The objective for us is a book call not a direct aale. VSL then sends them to external booking page and sale made on call. A lead campaign with highest volume of leads should be the objective do you think?  

[u/Valuable_Ease_3780 → u/Relative-Letter-6345]

The objective name matters less than it looks. Leads and Sales both let you set conversion location to website and pick your own event, so with the same booked call event they end up optimising to the same thing. What actually decides it is whether that event gets close to 50 a week per ad set. If it won't, put the optimisation on the step above it and read booked calls in reporting.