Once upon a time, you could run a Facebook ad targeting “Women aged 30–45 who like green smoothies”… and it would actually work.
Not anymore.
If your Meta ad performance has tanked or you’re clinging to custom audiences that used to convert — this episode is your wake-up call. Facebook ad targeting in 2025 is a whole different game, and most businesses are still playing by rules that no longer apply.
<iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;border-radius:10px;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/why-facebook-ad-targeting-doesnt-work-like-it-used-to/id1825680072?i=1000736457037"></iframe>Key Takeaways
1. Targeting Isn’t Gone — But It Doesn’t Work Like You Think
Meta’s audience data has become guidance, not control. The algorithm decides who sees your ads — not your interest stacks or exclusions.
2. Retargeting Isn’t Reliable
Since iOS 14+, most users opt out of tracking. That means your retargeting audiences are missing people, your data is incomplete, and performance is inconsistent.
3. The Algorithm Is Smarter Than You
Trying to outwit Meta with detailed exclusions and layered interests? You’re wasting money. Broad targeting with strong creative works better — because the platform has more data than you ever will.
4. The Message Matters More Than the Segment
If you’re still relying on granular targeting, chances are your messaging is too weak to convert cold audiences. The platform wants content that works across broader groups.
5. Structure and Setup Still Matter
Poor account setup (bad Pixel implementation, broken events, misfired conversions) is one of the biggest silent killers of ad performance. It’s not just what you say — it’s how the platform understands what’s happening.
What You Should Do Instead
- Use broad targeting and trust Meta’s algorithm
- Focus on creative testing and strong messaging
- Make sure your Pixel and events are actually working
- Stop wasting money on tiny segmented campaigns that don’t scale
- Get an expert to review your setup before you scale your spend
Want My Eyes On Your Ads?
If you’re not sure whether your targeting is the problem — or if you suspect your tracking setup is broken — I can help.
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