Which Campaign Objective To Use In Meta Ads For Music Marketing?

Author

Andrew Southworth
May 05, 2025

Hey friends!

Which campaign objective should you use in Meta ads for promoting your music on Spotify and other streaming platforms? In other words, when you’re running what many people call a ‘conversion campaign’ for Spotify and other streaming platforms, where we take someone from your ad to a smart link and then they convert to go to a streaming platform.

Should you use Sales, Leads or Engagement?

The TLDR is I recommend you use the Engagement objective. Specifically an Engagement campaign with the Conversion Location set to Website Conversions, and then choose your conversion event based on which smart link service you’re using.

In the past there was a singular Conversion campaign objective. But several years ago they changed the setup to make campaign objective more about your actual goals. To put it simply you’d:

  • Choose Sales if you’re trying to sell something

  • Choose Leads if you’re trying to get contact information

  • Choose Engagement if you’re trying to get people to engage with something

With a typical Spotify conversion campaign, we’re trying to get people to engage with music. We’re not trying to sell anything and we’re not trying to get contact information.

Overall, while you can also use Leads / Sales instead of Engagement in my experience you won’t get as good results if you’re new to this. However, if you’ve already been using Sales or Leads your pixel has effectively ‘learned’ with that objective and I would stick with whatever you’ve been using.

Looking for more context on this topic? Read more here. 

Are you interested in working in a unique business that blends content creation and music marketing? We're hiring! Specifically we're looking for 1 person who can fulfill a hybrid part-time role with 2 main responsibilities:

  1. Running ad campaigns for artists at our agency Southworth Media. Planning visuals for ad creatives, tracking campaigns in our backend etc. 

  2. Working with me on content creation - identifying content ideas, making carousels, writing blog posts, doing SEO research and/or creating thumbnails etc.

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Ryan Shuck is a platinum selling musician and co-founder of Orgy, Julien-K and Dead by Sunrise. He was the lead singer of Adema and has writing credits with Korn. In this interview he talks about his journey and how being a major label artist compares to being an independent artist.

Let's talk about the side effects of running Meta ad campaigns for music promotion. Meaning, even if you're driving people to Spotify what happens to Apple Music and YouTube music?

How to Promote Your Music on Spotify with Facebook Ads (2025):

Whenever you’re ready, there are 4 ways I can help you:

  1. My courses. Spotify Growth Machine teaches you how to use Facebook ads to promote your music on Spotify. YouTube Growth Machine teaches you how to grow a YouTube channel organically and how to use YouTube ads. Fan Growth Machine teaches you how to build a website, online store and grow your email list.

  2. My ad agency specializes in running Facebook conversion ads to promote your music on Spotify.

  3. Website / Store / Funnels. MusicFunnels is the best all-in-one platform for music artists to make a website, online store, sales funnels and build their mailing list.

  4. 1-on-1 consulting. You can book 1-hour calls with myself or my team here.

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