You can have the most beautifully designed ad, the perfect copy, and an irresistible offer, but if it’s not reaching the right people, it won’t convert. That’s the hard truth about running ads. When I first started running Facebook, Instagram, and Pinterest ads, I made the mistake so many business owners make—I cast my net too wide. I thought that if I reached more people, I’d get more sales. But what actually happened? I wasted money on people who weren’t interested, and my ad spend wasn’t giving me the return I wanted.
That’s when I learned the power of targeting the right audience. Once I dialed in my targeting strategy, everything changed. My ad costs dropped, my conversions skyrocketed, and I wasn’t just getting sales—I was getting sales from the exact people I wanted to attract.
So, let’s dive into how you can target the right audience on ads across Facebook, Instagram, and Pinterest to make sure your money is working for you, not against you.
How to Target the Right Audience on Ads
The key to successful ad targeting is understanding who your ideal customer is and how to put your ad in front of them. Here’s how to do it, step by step:
Step 1: Define Your Ideal Audience
Before you even open up Ads Manager, take a step back and think about your dream client or customer. Ask yourself:
→ Who is my product/service for?
→ What problem does it solve for them?
→ Where do they spend their time online?
→ What are their interests, habits, and pain points?
→ What type of content are they engaging with?
Knowing the answers to these questions will help you target your ads with intention instead of just guessing.
Step 2: Use Audience Targeting on Facebook & Instagram
Facebook and Instagram offer some of the most powerful audience targeting tools. Here’s how to use them:
- Custom Audiences – Target people who have already interacted with your business. This includes your email list, website visitors, and people who have engaged with your content. (This is gold for remarketing ads!)
- Lookalike Audiences – If you already have a strong customer base, Facebook can find similar people who are most likely to convert.
- Detailed Targeting – Choose specific demographics, interests, and behaviors. You can narrow it down to things like job titles, hobbies, shopping behaviors, and more.
👉 Pro Tip: Start small! Don’t target broad audiences right away. Instead, refine your targeting to people who are most likely to buy.
Step 3: Master Pinterest Targeting
Pinterest works a little differently than Facebook and Instagram because it’s a search engine, not a social media platform. This means people are actively searching for things, which makes it an incredible platform for ads. Here’s how to use targeting effectively:
- Keyword Targeting – Use keywords related to what your audience is searching for. Pinterest will show your ad to people actively looking for similar content.
- Interest Targeting – You can target people based on their interests and past activity on Pinterest.
- Actalike Audiences (Similar to Lookalikes on Facebook) – Pinterest will find users who have similar behaviors to your existing audience.
👉 Pro Tip: Pinterest is perfect for business owners who don’t have an established audience yet! Unlike Facebook and Instagram, where targeting relies heavily on past interactions, Pinterest allows you to show up in front of people actively searching for what you offer.
Step 4: Start With Your Best-Selling Products or Services
If you’re unsure what to promote first in your ads, start with your best-sellers. These are the products or services that have already been proven to sell.
I see too many business owners get excited about ads and launch them for something new or something they’re excited about—without knowing if it will sell. The problem? You’re running an ad without proof of demand. Instead, focus on products/services that have already converted, and scale from there.
Look at past sales data – What’s consistently selling?
Check engagement – What do people ask about the most?
Think about your customers – What’s solving their biggest problem?
Running ads on something that already sells well increases your chances of success and makes your ad spend worth it.
Why Ads Are a Game-Changer for Your Business
I used to think that I just had to work more, put in longer hours, and constantly hustle to grow my business. But then I ran my first ad and realized something: for every dollar I spent, I was making $3 back.
Instead of relying solely on organic marketing, I was able to put my offer in front of the right people fast. No more waiting for SEO to kick in or hoping social media posts would gain traction. Ads allowed me to scale my business quickly and predictably.
Just the other day, I spent $11 on an ad and made $470 in return. Now, this doesn’t happen every single day, but it proves why ad targeting is so powerful. When you’re only paying to reach warm leads who have already shown interest in what you offer, the return on investment is huge.
Want to Learn How to Set Up Ads That Actually Convert?
If you’re ready to stop guessing and start running ads that actually bring in sales, my Pinterest Ad Strategy course walks you through exactly how I set up my ads—from targeting, to budgeting, to tracking conversions.
It’s a 90-minute training that shows you step by step how I use Pinterest ads to generate sales consistently.
Inside, you’ll learn:
- How to create high-converting Pinterest ads even if you’re new to paid ads.
- My exact ad setup process, including audience targeting, budget tips, and creative strategy.
- How to track and optimize your ad performance to make sure every dollar spent is working for you.
🎯 Join the course here: Pinterest Ad Strategy Course
Targeting the right audience on ads is the secret to running profitable ad campaigns. The better your targeting, the better your return on investment.
The best part? Once you have the right strategy in place, ads will do the heavy lifting for you—so you can grow your business without spending all your time marketing.
