Are you still segmenting your Meta ads by age, gender, or interests? Learn why this strategy might be tanking your performance—and what to do instead.
If you’re running Facebook or Instagram ads and still slicing up your audience by age, gender, or detailed interests, thinking “precision equals performance,” it’s time to rethink your approach. As expert advertiser Jon Loomer highlights in a recent video, this old-school method may actually be costing you money, limiting reach, and diluting your ad budget.
The Truth About Meta’s Algorithm: Inputs Are Only Suggestions
Once upon a time, micro-targeting on Meta’s platforms made sense. Marketers would build detailed avatars and target narrowly based on age, job title, hobbies, and more. But Meta’s algorithm has evolved—dramatically.
Today, Meta’s targeting algorithm treats your detailed inputs as suggestions, not commands. In fact, overly restrictive targeting can limit Meta’s powerful machine learning from optimizing your ads based on real-time performance data.
According to Meta, over 77% of campaign performance now relies on machine learning, not manual targeting. The more data the algorithm has to work with, the better it can optimize for conversions.
How Hyper-Specific Targeting Hurts Performance
Here’s what happens when you restrict your audience too tightly:
Higher CPMs (Cost per Mille): Meta has to work harder to deliver your ads, which raises your cost.
Limited Learning: The algorithm can’t identify which pockets of your audience respond best.
Wasted Budget: You might be spending money showing ads to people unlikely to convert, while missing your real audience entirely.
Stat to know: Advertisers who use broad targeting have seen up to a 20% reduction in CPA (cost per acquisition) compared to those who segment too tightly (Source: Meta for Business, 2024 internal data).
So What Should You Do Instead?
Jon Loomer recommends broad targeting, with a stronger focus on creative, messaging, and optimization events rather than granular audience breakdowns.
Here’s how to do it right:
1. Use Broad Targeting
Let Meta’s algorithm do the heavy lifting. Stick to general geographic regions, a wide age range (if needed), and avoid hyper-specific interest targeting unless it’s critical.
2. Dial in Your Ad Copy & Visuals
Your creative is your real targeting tool now. Speak directly to your ideal customer through images, tone, and messaging.
If you’re targeting working moms? Show a mom juggling work and kids.
Reaching Gen Z? Use short-form video and slang they understand.
The right visuals and tone will naturally repel the wrong audience and attract the right one.
3. Focus on Optimization Events
Make sure you’re optimizing for events like purchases, sign-ups, or leads—not just link clicks or page views. The more valuable the optimization event, the smarter the algorithm gets over time.
Final Thoughts
Meta’s advertising landscape has changed, and your strategy needs to evolve with it. Over-targeting based on outdated tactics can sabotage your results and inflate your costs. Instead, focus on broad targeting, powerful creative, and smart optimization—and trust the algorithm to do what it does best.
Need help crafting high-converting Meta ads?
At Lioncrest Strategies, we blend data-driven strategy with scroll-stopping creative to deliver real ROI. Let’s build a smarter ad funnel—together.
