Highest volume — Meta's default — spends your budget to get the most results possible, without a cost target. Cost per result goal tries to keep your average cost per result near a number you set, and ROAS goal aims for a minimum return on ad spend; both trade some volume for efficiency. Bid cap sets a maximum bid in each auction, giving the most control but often limiting delivery.
The right strategy depends on the account's stage and economics. Highest volume is usually best for gathering data and scaling; cost or ROAS goals help protect efficiency once you know your numbers. Setting goals too aggressively can cause campaigns to underspend, so targets are best set from real historical performance.
Example
After a month of highest-volume delivery averaging $42 per lead, an advertiser switches to a $40 cost per result goal to scale spend while protecting efficiency.
How Sloss Digital uses it
We start most campaigns on highest volume to learn, then introduce cost or ROAS goals grounded in each client's actual economics.