Advertising objectives
The ad objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website.
When you create an ad, you first choose your objective. The objective you choose aligns with your overall business goals:
Lead ads look just like regular Facebook ads but when people click, they'll see a form that's pre-filled with info they've already shared on Facebook - like their name, phone number, or email address. In addition to requesting user information, you can also add custom questions to learn more about people and use it to follow up with them.
3 Ways to Use Lead Ads