Specific targeting is dead

Author

Areeb Mirza
February 03, 2025

If you're still using custom audiences and building lookalike audience to run ads, you're wasting your time. playing around with the geographics, adding in specific zip codes and "interests" are not going to do anything for your ads.

Maybe 4 years ago, sure

What you need to do is, put 95% of your effort into is on the actual ad.
Who are you speaking to,
why should they use your services,
you NEED a banger of an ad.
Your ad is designed to attract the right people by itself, any ad platform you use, their algorithm is very advanced now. I can speak for meta.

The rest of the 5% put it on setting up the ad, like a good copy and the place where you're supposed to run the ad, if you serve local, then obviously only run the ad locally.

But stop playing around with the ad and thinking that its a "targeting issue" its not,

your ads just aren’t good. you could have the most pristine targeting on the planet, a bad ad is just a bad ad, people will scroll up

Hope this helps save you a lot of cash,

Take care, Areeb

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