If you’re spending money on ads hoping something sticks, you might as well be lighting cash on fire and tossing it into the wind.

But seriously, launching ads without a strategy is like trying to hit a target blindfolded… while standing backwards… on roller skates while holding a baby.

It doesn’t matter how much you spend, if you’re not aiming at the right people, you might as well be shouting at the void.

Most businesses approach ads like a desperate guy at the bar.

Chatting up every single person in sight, hoping at least one will show interest.

Sure, he might get lucky once in a while, but 99% of the time? It’s a hard no.

Most ads fail because they don’t have a clear focus. Instead of hitting your ideal customer square in the chest, you’re spraying ads everywhere and praying something, anything, happens.

So let’s stop that. I’ll show you how to fix this problem and see the return:

Not Everyone Who Has a Beating Heart Is Your Customer

Not everyone wants or needs what you’re offering. And that’s a good thing.

When you try to appeal to everyone, you appeal to no one.

Think of it like this, if you were selling high-end suites, you wouldn’t try to sell someone who lives in flip-flops and Hawaiian shirts. Sure, they might need a suit someday, but they’re not actively looking for one.

That’s why you’ve got to zero in on your ideal buyer.

But we’re not just talking about their age, location, or gender. That’s basic stuff.

To really connect, you’ve got to tap into their psychographics, how they think, what they value, and how they perceive themselves.

For example, do they see themselves as innovators? Traditionalists?

Or maybe they’re people who like to show off their success without saying it out loud.

These details are gold because they tell you exactly how to position your product in a way that resonates with their worldview.

Once you know what makes them tick, you’ll know how to create an offer so good that they’ll feel like an idiot for saying no.

Find the Right Sales Angle

Once you know how they think, you can find the best sales angle for your product.

And here’s the secret: your product isn’t the hero in this story, they are.

Think of it like going fishing. When you fish, you don’t bait the hook with food you like. You use the bait that the fish want.

It’s common sense, right?

But so many businesses miss this simple idea when they’re trying to sell.

Instead of focusing on what you think is great about your product, focus on what your customers actually want.

You’ve got to connect your offer to how it solves their problems, meets their needs, and makes their lives better.

No one cares about how great your product is until they understand what’s in it for them.

So you can’t just slap your branding or product at the side of the bus unless you’re a fortune 1000 company like Coca Cola or McDonalds.

Talk in their language. Highlight the benefits they care about most, not the features you think are cool.

If they’re worried about saving time, focus on how your product shaves hours off their busy week.

If they want to look successful, show them how your product makes them feel and appear more accomplished.

In other words, get inside their heads and speak to the things that actually drive them to buy. It’s like using the right bait, hook them by showing them exactly what they care about.

Now is the Best Time to Leverage Meta’s Algorithms!

If you’re still on the fence about running targeted ads, here’s one thing you should know:

There’s never been a better time to get in the game.

Meta’s algorithm improves daily, so the platform does most of the heavy-lifting for you, but only if you use it right.

Meta’s algorithm, especially on Facebook and Instagram, has a secret weapon that most advertisers don’t even know how to use: the Learning Phase.

The Learning Phase is the first 50 conversions your ad set generates. During this period, Meta is essentially “learning” who your ideal audience is by analysing which users respond to your ads.

If you let the algorithm do its thing, it’ll start honing in on your best leads faster than you could manually target them.

But here’s the kicker: the algorithm needs clear data to work its magic.

If your ads are all over the place, targeting too many different types of people, or using vague messaging, it confuses the algorithm.

It’s like feeding it a bunch of junk data, and you’ll end up with poor results.

But if your ads are targeted, specific, and aimed at a well-defined audience, Meta’s algorithm can zero in on your ideal customers and deliver them to you on a silver platter.

And the best part? The cost-per-click (CPC) on social platforms is still highly competitive right now. But that won’t last forever.

So the more clear and specific you are about your target audience, the better Meta’s algorithm can optimize your ads.

And when it’s optimised, your ads don’t just reach people, they reach the right people at the right time, making every dollar you spend work harder for you.