Targeting that works with the algorithm, not against it
Targeting has changed. Meta, TikTok and Google now find buyers better than most hand-built interest lists. Your audiences still matter, but in a different way: as signals, exclusions and retargeting pools, not as fences.
What audiences are for now
In most accounts we audit, the biggest targeting problem is not a missing interest. It is too many small ad sets fighting each other, retargeting that overlaps with prospecting, and existing customers seeing ads meant for strangers.
Our approach is simple. Go broad for prospecting and let the creative do the targeting: an ad about dog beds finds dog owners on its own. Use your own data, like customer lists and site visitors, to tell the platform who matters and who to leave out. Keep retargeting small, timely and separate.
The audience work we do
Broad and Advantage+
Prospecting with few restrictions, guided by strong creative and the right conversion event.
Lookalikes and signals
Built from your best customers, used as a starting signal rather than a hard limit.
Customer lists
Uploaded through each platform's own tools from your store or email platform, refreshed on a schedule.
Retargeting windows
Site visitors, add-to-carts and video viewers split by how recently they engaged.
Exclusions
Recent buyers left out of prospecting, so new-customer numbers are honest.
Creative as targeting
Different angles for different buyers, made from your footage, so the ad itself picks its audience.
How we rebuild a messy setup
Map the overlap
We list every live audience and check where they overlap or compete in the same auction.
Consolidate
Small ad sets merge into fewer, bigger ones so each gets enough data to learn.
Separate the jobs
Prospecting, retargeting and existing customers each get their own budget and target.
Questions, answered.
Are interest audiences dead?
Not dead, just less needed. They can help a new account with little data, or a niche product. For most established stores, broad targeting with good creative wins.
Do you build audiences with your own software?
No. We use Meta, TikTok, Google and Microsoft's own audience tools, and your store and email data through their standard uploads and integrations.
How do you handle customer data?
Only through the platforms' own customer list tools, which match and hash the data. We do not keep copies outside your accounts.