Meta can often find your buyers on its own when your ads and customer data point it the right way.
Your ads may still rely on narrow interests and tiny lookalike audiences, the groups Meta builds to resemble your customers. Both worked years ago. Targeting changed sharply after Apple’s iOS privacy updates, and most accounts are still running old audience strategies.
We build audience strategies for Meta Ads as it works now. Broad targeting, distinct creative and first-party data, meaning information from your own customers, sit at the core.
Broad targeting, with creative doing the sorting
First-party audience uploads and lookalikes
Custom audiences built from website and CRM data
Retargeting flows at each stage of the funnel
We check which narrow interests and small lookalikes still earn their place and which ones hold the account back.
Website and CRM data become custom audiences, and top customers and repeat buyers seed your lookalikes.
Spend moves toward broad audiences, with distinct creative speaking to different groups of buyers.
Conversions API sends events from your server, which helps retargeting audiences hold their size and quality.
We have run Meta Ads through every algorithm and privacy change of the last several years, and we know what used to work that no longer does. That’s why we’re honest that creative now matters more than targeting, and why we plan your audiences around it.
It still has a role, but broad targeting with strong creative often beats tightly targeted campaigns. Meta’s algorithm has enough signal to find the right people if your creative points it in the right direction.
Start with strong seed audiences, such as top customers, repeat buyers or your highest-value segments. Seed quality decides lookalike quality more than seed size does.
It’s Meta’s automated targeting, which reaches beyond the audiences you choose when the algorithm finds better results. It works well when your creative is strong.
Yes, though audiences are smaller than they were before Apple’s iOS privacy changes. Server-side tracking through Conversions API improves their size and quality.
Tell us about your project and we'll get back to you within 24 hours.