Reaching the right audience with Meta Ads

To reach the right audience on Facebook and Instagram, define the campaign goal and the people it should serve. Choose an audience and creative that fit that goal, then judge both on the same outcome.

Start with the people and the action

Describe your audience through the problem they want to solve, where you can serve them and the action you want them to take. Treat location, audience controls and interests as planning choices that depend on the campaign and account. Review the options available in Ads Manager when setting up the test.

Separate new audiences from previous visitors

Where available, use an eligible Custom Audience for people who have interacted with the business. A Lookalike Audience can test reach beyond an eligible source group with characteristics that resemble it. Only use customer lists or tracking data you are permitted to use for advertising.

Match the format to the message

Use a single image for a simple offer, a short video to demonstrate a product, or a carousel to compare a range. Plan the mobile view first. For a retargeting test, a product explanation may suit people who viewed a page, while a cart reminder serves a different audience.

Compare campaigns on a meaningful result

Run a test that changes one element, such as the opening visual or the audience, and keep other conditions as comparable as possible. Record spend, reach, qualified actions and cost per action. Check whether an apparent improvement produces more useful enquiries or sales before shifting the budget.