Скачать или смотреть How interest targeting beats broad targeting (and why most beginners get this wrong)

How interest targeting beats broad targeting (and why most beginners get this wrong)

Most people think “broad targeting” always performs better because the algorithm will eventually find the right customers. But that only works when you already have strong brand signals, high spend, and consistent historical data. For small and mid-level e-commerce brands, interest targeting still wins—because the algorithm needs direction before it can scale.

This week, we ran both side by side. The interest-based campaign crushed it: 2.54x ROAS, 77 purchases, $1.50 CPC, 134 add-to-carts, and a $46 CPA with an AOV of $116. That’s textbook profitable. It proves that when Meta knows who to look for, it sends you qualified buyers faster and cheaper.

Then we looked at the open targeting. Same ad account. Same creatives. Same funnel. It spent $490 versus $3,500 from the interest campaign… and wasn’t profitable. ROAS was only 0.82x. CPC held around $1.65, but add-to-carts dropped to just 13. CPM was higher at $71, AOV was smaller, and CPA shot up. Same inputs—completely different outcome.

The difference wasn’t the ads. It wasn’t the product. It was the quality of the audience.

The truth is simple: broad targeting works brilliantly when Meta already understands your ideal customer—but if you haven’t generated enough signal yet, you’re basically paying for guesswork. Interest targeting doesn’t just narrow the audience—it improves efficiency, lowers waste, and helps your algorithm optimize much faster.

So if you’re struggling with ROAS, don’t assume your creative or landing page is the problem. Sometimes it’s just that the algorithm doesn’t know who to find yet. Give it direction first. Scale broad later.

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