Reach

Reach is an awareness objective that optimizes to show your ad to as many different people as possible, as cheaply per thousand impressions as it can.

You choose reach when the point is that people see the message, not that they click it. X stops hunting for the rare person who converts and instead spreads your budget across the widest unique audience, keeping the cost per thousand impressions low.

Say you are launching and want ten million people to know the name inside a week. On a reach campaign, Ads Manager reports impressions, reach, and frequency. You watch frequency: if it climbs past three or four while reach stalls, you are paying to hit the same people again instead of new ones, so you widen the audience.

Reach buys eyeballs, not outcomes. People run a reach campaign and then complain about zero sales, when they told the system to care about impressions and nothing else.

Use it to be seen, not to be clicked.