Targeting used to be the main lever for Meta ads success. In 2025, that's changed—but targeting still matters, just differently.
After managing $100M in Meta ad spend across 200+ accounts at MBell Media, here's what actually works now.
The Targeting Landscape in 2025#
Meta's algorithm is better at finding your customers than manual targeting in most cases. The role of targeting has shifted from 'tell Meta exactly who to reach' to 'give Meta guardrails and let it optimize.'
Core Audiences#
Demographics (location, age, gender), interest targeting (pages liked, content engaged), and behavior targeting (purchase history, device usage). Interest targeting works for niche products; for established accounts, broad often wins.
Custom Audiences#
Website visitors, customer lists, engagement audiences—your highest-intent audiences. See our lookalike guide for building on these.
Advantage+ Targeting#
Let the algorithm lead. With strong conversion data and good creative, broad targeting often outperforms detailed targeting. See our ASC guide for the most automated approach.
