Before you even touch your audience settings in Facebook Ads Manager, ask yourself:

👉 Do you want to find new customers?
You’ll need a cold audience—Saved or Lookalike Audiences. These people haven’t heard of you yet, but they fit your ideal customer profile.
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👉 Are you retargeting people who already know your brand?
Go with Custom Audiences—this includes website visitors, social media engagers, or past customers.

👉 Running a flash sale or special offer?
A warm audience (people who have interacted with your brand before) will convert best!

📌 Bottom line? Your audience should match the goal of your campaign.

Now that you know your goal, it’s time to figure out how broad or specific your audience should be.

💡 If you’re just starting out, a broader audience is usually better. Instead of targeting “women aged 25-35 who do yoga on Tuesdays,” start with people interested in fitness and let Facebook’s algorithm optimize.

💡 If you already have customer data, use it!
Retargeting past visitors, using a Lookalike Audience, or testing different interest groups will get you better results than guessing.

📌 Key takeaway: Start broad if you have no data. Get specific if you do.

Facebook Ads aren’t a “set it and forget it” game—you have to track and optimize!

👉 If your audience isn’t converting, tweak it. Try removing certain interests or expanding your location range.
👉 Use Audience Insights to see if your audience is too big or too small.
👉 Always check your cost per result—if it’s too high, your audience might not be the right fit.

📌 Pro Tip: If your ad isn’t performing well, don’t immediately blame the creative. Your audience might be the problem!

One of the most effective Facebook Ad strategies? Layering audiences.

Try this:
1️⃣ Run a Lookalike Audience to bring in new potential customers.
2️⃣ Retarget your Custom Audience (website visitors, past customers, social media engagers) at the same time.

This strategy keeps your funnel full—attracting new leads while staying top-of-mind with warm prospects.
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Double win. ✅✅

✔️ New business? Start with Saved Audiences (broad targeting).
✔️ Want better conversions? Use Custom Audiences (retarget warm leads).
✔️ Looking to scale? Run Lookalike Audiences (find new people similar to your best customers).

🎯 Pro Tip: The best ad strategies don’t rely on just one audience—they use a mix of all three!

💬 Which type of audience do you use most? Drop a comment below—I’d love to hear your strategy!

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