Best Practice 1: 
Use a maximum of 2-3 targeting filters 

Targeting too narrowly limits the reach and performance of your campaign.

Use a max of 2-3 targeting filters and start with an audience size of at least 50,000 members.

Basis your campaign performance, add more filters along the way to target more specifically. 

Best Practice 2: 
Retarget people who engaged with your ad

When people engage with your ad, they express their interest in your business. If you want them to fill up a lead gen form, nurture them further by retargeting campaigns that share valuable content your audience will be interested in.

Launch a new campaign to retarget this audience, using Lead Gen Forms to encourage conversions.

Best Practice 3: 
Target people who are similar to the leads you are already generating

1. Check the demographic profile of your leads: What is their Job Function, Job Seniority, Company, Industry, Location, etc? 
    
2. Apply this information to your targeting to reach similar people. You can also save this audience to reuse for your next campaign.