What Changed

Meta's automated campaign types, like Advantage+, and its broad audience settings now do much of the work interest targeting used to do. You give the system a location, a budget and your ads, and it decides who sees them.

Why Old Targeting Tricks Stopped Working

Stacking interests like "home improvement" and "homeowners" used to feel precise. In practice, Meta's delivery now finds buyers better from the signals it collects itself: who clicks, who fills out a form, who books.

Your Creative Is Your Targeting Now

When the audience is broad, the ad decides who responds. A video of a finished basement in your city speaks to homeowners planning a basement. The creative filters the audience before the form ever does.

Feed The System Better Signals

Meta optimizes toward whatever you tell it is a result. If you count every form fill, it finds more form fills. If you send back which leads actually booked an estimate, it learns to find more people like them.

More Variations, Less Micromanaging

Instead of ten audiences, we run a handful of broad campaigns with many ad variations: different hooks, offers and formats. The system shifts spend toward the ones that book jobs.

Local Still Matters

Broad does not mean everywhere. Your service area, local proof and real job photos still decide whether a homeowner trusts you. Automation handles delivery. You handle being the obvious local choice.

What To Do This Month

Simplify your campaign structure, add more real creative, make sure your forms qualify the lead, and track which leads turn into booked estimates. That's what the platform rewards now.