How to Target the Right Audience on Meta Ads (and Stop Wasting Budget)
- DayMark Media
- Aug 23
- 2 min read
Your ads can have the best creatives and copy—but if you’re showing them to the wrong people, you’re burning money. Audience targeting is where good ads become profitable ads.
But Meta’s targeting has changed a lot over the past few years. Broad targeting, interest-based targeting, lookalikes… which one actually works in 2025? Let’s break it down.
1. Broad vs. Narrow Targeting
Broad Targeting = Let Meta’s algorithm find your audience. Works best when you already have a big enough budget for optimization.
Narrow Targeting = Using interests, demographics, and behaviors. Works best for smaller budgets or niche markets.
👉 Rule of thumb: Start broader if you have >$30/day budget. Go narrower if you’re testing with <$20/day.
2. Retargeting: Your Secret Weapon
Most businesses skip this step, but it’s where the real ROI lives.
Retarget people who visited your site but didn’t convert.
Retarget leads who engaged with your ads or page.
Retarget people on your email list.
Example: Someone clicks your roofing ad but doesn’t book → show them a testimonial ad later.
3. Custom Audiences (Your Best Asset)
Upload your email list, customer phone numbers, or past buyers. Meta matches them with profiles.
Perfect for appointment-setting businesses.
Increases trust since these are warm audiences.
4. Lookalike Audiences
Want more people like your best customers? Create lookalikes.
Start with a high-quality source (your best customers, not just page likes).
1% lookalikes = highly similar.
5% lookalikes = broader reach.
5. Geo-Targeting for Local Businesses
Kenyan service providers—this is gold.
Target specific neighborhoods or cities.
Layer with interests to refine.
Example: Target “Nairobi homeowners” with waterproofing ads.
6. The Testing Process
Test 3–5 different audiences.
Keep the winner, kill the losers.
Scale slowly (increase 20% at a time).
Conclusion
Targeting isn’t about guessing—it’s about testing, retargeting, and letting Meta’s data work for you.
With the right targeting, even small budgets can compete with big players.
👉 Next up in our series: How to Scale Your Ads Without Burning Out Your Budget.
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