Meta's algorithm finds better customers than you do. Stop targeting by interests and behaviors. Just set country and age, then let the platform's machine learning find buyers. Focus your energy on the creative instead.
This is going to sound wrong if you learned Meta ads the old way, but some of the best targeting right now is barely any targeting at all. In a lot of cases, it's just country, age range, and maybe gender if it actually matters. Beyond that, you leave it broad. No interests, no behaviors, no detailed targeting stacked on top. And I know at first that sounds reckless. It feels like you're just opening the door and letting Meta show your ad to anyone. But that's actually the point. Meta has gotten a lot better at finding buyers on its own. It's using signals you can't even see, and a lot of the time it knows more about who is likely to convert than you do from the targeting box. So when you pile on interests and restrictions, you're often not helping the system, you're limiting it. We've seen this over and over. Broad targeting ends up pulling in buyers we never would have chosen ourselves— different industries, different backgrounds, people we would have filtered out if we had tried to target too tightly. And some of those people end up being the best customers. That's why the playbook has changed. Instead of spending all your time trying to narrow the audience. It usually makes more sense to keep the targeting broad and focus much harder on the creative because that's really where the leverage is now. Meta's job is to find the buyers. Your job is to give it ads that make those buyers want to click.
