Why Targeting Matters
Imagine walking into a shopping mall and shouting your business pitch to everyone who walks by. Teenagers, seniors, tourists, people with no money, people who live 100 miles away.
That's what happens when you target "everyone within 25 miles" on Meta ads.
The Problem with Broad Targeting
A yoga studio in Austin targeted "everyone within 20 miles" on Facebook.
- They spent $3,000 in one month
- Got 200 clicks to their website
- Only 3 people signed up
- Cost per customer: $1,000
The Power of Smart Targeting
They changed their approach. They targeted:
- 5 miles around their studio
- Women ages 28-45
- Interested in yoga, wellness, meditation
- Household income $60k+
Result: 15 new members in one month. Cost per customer: $200.
The lesson? Narrow targeting saves money and brings better customers.
The 3 Types of Audiences
Not all audiences are created equal. Think of it like dating. You wouldn't propose marriage on a first date. Same with advertising.
The audience funnel: Cold → Warm → Hot progression for Meta ads targeting
People Who Don't Know You
These are strangers. They've never heard of your business.
Who They Are:
- • People in your city
- • Matching your demographics
- • Interested in related topics
- • Never visited your website
What to Expect:
- • Highest cost per click
- • Lowest conversion rate
- • Need multiple touchpoints
- • Best for awareness
Pro Tip: Don't ask for a sale immediately. Offer something free first (guide, consultation, trial).
People Who've Interacted with You
These people know you exist. They've checked you out but haven't committed yet.
Who They Are:
- • Visited your website
- • Watched your videos
- • Engaged with your posts
- • Opened your emails
What to Expect:
- • Medium cost per click
- • Better conversion rates
- • Ready to learn more
- • Best for lead generation
Pro Tip: This is your sweet spot. Focus 50% of your budget here.
Past Customers & Leads
These people already bought from you or came very close.
Who They Are:
- • Previous customers
- • Added to cart (didn't buy)
- • Filled out contact form
- • Called your business
What to Expect:
- • Lowest cost per click
- • Highest conversion rates
- • Ready to buy again
- • Best for repeat business
Pro Tip: These are gold. Spend 30% of your budget getting previous customers to come back.
How to Build Your Perfect Audience
Here's a step-by-step framework to stop wasting money and start reaching the right people.
Step 1: Get Geographic
Start with a tight radius around your business location.
- •Brick & Mortar Business: 5-10 mile radius
- •Service Business: 15-25 mile radius (where you'll travel)
- •Online Business: Target by city or zip codes (high-value areas)
Mistake to Avoid: Targeting an entire state or region. Your budget gets spread too thin.
Step 2: Define Demographics
Who is your ideal customer? Be specific.
Age Range
Don't target 18-65. That's everyone.
Example: "Our customers are mostly 30-50"
Gender
If your product skews one way, target that.
Example: Med spa? 80% women.
Income Level
Can they afford your service?
Example: Top 25% of zip code
Life Stage
Parents? Married? Empty nesters?
Example: Parents with kids 0-5
Example of targeting options in Meta Ads Manager: demographics, interests, and behaviors
Step 3: Layer in Interests
What do your ideal customers care about? What pages do they follow? What topics interest them?
Example: Dental Practice
Example: Fitness Studio
Pro Tip: Pick 5-10 interests. Don't go crazy with 50. Keep it focused.
Step 4: Test & Refine
You won't get it perfect on day one. That's okay. Here's how to improve:
Run your ad. Don't touch anything. Let Meta learn.
Check your results. Is cost per click under $2? Are people converting? If not, narrow your audience.
Try a different age range or interest. See if it improves.
You now know what works. Double down on that audience.
Quick Reference: Your First Audience
Starting Template for Local Businesses:
Location: 7-10 miles around your business
Age: Your ideal customer age range (narrow it to 10-15 years)
Income: Top 25-50% of your zip code
Interests: 5-7 topics directly related to what you sell
Budget: Start with $20-30/day minimum
Remember: Small, focused audiences perform better than large, broad ones.
Need Help Setting Up Your Target Audiences?
We'll analyze your business, build custom audiences, and manage your Meta ads campaigns so you get the best results from day one.
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About Nicolas Leroo
Co-Founder & Meta Advertising Strategist
Nicolas specializes in creating high-performing Meta advertising campaigns and custom landing pages that convert. He helps local businesses in Atlanta scale through targeted Facebook and Instagram ads.
Learn more about Nicolas →