When to Go Broad vs. Narrow in Meta

One of the most common questions in Meta advertising is whether to use broad or narrow targeting. The answer, as with most things in marketing, is: it depends. But there's a clear framework for making this decision.

If you're spending less than $5,000/month on Meta, narrow targeting usually wins. You don't have enough data for Meta's algorithm to optimize broad campaigns effectively. As you scale past $10,000-$20,000/month, broad targeting becomes increasingly viable and often outperforms narrow approaches.

In the Advantage+ era, creative has become the primary targeting mechanism. Your creative acts as a filter — the right creative will attract the right audience even within a broad targeting setup. This means investing more in creative diversity and less in audience segmentation.