Here are some of the best ways to optimize your ad creatives and settings in Facebook Ads Manager to finally reach the audience you’ve been after.
🔎 Market Research
✨ Content Creation
🎯 Distribution

🔎 Market Research

To effectively reach your ideal audience, you need to understand what drives them and how to position your product as the best choice.

Here’s how to do it:

Step 1: Know Your Customer

Go as granular as possible with your customer persona. Don’t just target "fishermen"—think "50-year-old dads who fish every weekend with their kids." The more specific you are, the better you can connect with them.

Step 2: Understand Their Desires

Once you’ve identified your audience, figure out what they want. Are they seeking better results, solving a problem, or fulfilling a deeper need? Knowing this will shape how you communicate with them.

Step 3: Consider Their Awareness Stage

  • Unaware: Educate them.
  • Problem-aware: Show you understand their pain.
  • Solution-aware: Position your product as the best choice.
  • Product-aware: Highlight why your product stands out.
  • Most aware: Ready to buy—offer a strong call to action or incentive.

Step 4: Analyze The Competition

Use tools like Meta Ads Library, AdSpy, and TikTok Creative Center to see what’s working for others and where they fall short.

✨ Content Creation

Match Your Content to Your Funnel

Make sure your ads are tailored to every stage of the funnel and resonate emotionally to drive action. With an average attention span of just 2-3 seconds, it’s crucial to capture attention quickly. Create ads that evoke strong emotions—whether excitement, curiosity, or urgency—to stop the scroll and keep viewers engaged.

Top of Funnel

Focus on

  • Pain Points
  • Solution to a Problem
Rather than focus on trying to immediately convert first-time audiences, using bold call outs and highlighting product versatility can attract attention and introduce them to the brand.

Middle of Funnel

Focus on

  • Testimonials
  • Social Proof
  • Promo/Discount
By showcasing high-profile figures within the fishing industry and testimonials from everyday fishermen, you can enhance credibility while reducing doubt or skepticism.

Bottom of Funnel

Focus on

  • Urgency
  • Promo/Sale
Create urgency with limited-time promotions and holiday sales, prompting customers to act quickly.

Top of Funnel

Focus on

  • Pain Points
  • Solution to a Problem
Rather than focus on trying to immediately convert first-time audiences, using bold call outs and highlighting product versatility can attract attention and introduce them to the brand.

Middle of Funnel

Focus on

  • Testimonials
  • Social Proof
  • Promo/Discount
By showcasing high-profile figures within the fishing industry and testimonials from everyday fishermen, you can enhance credibility while reducing doubt or skepticism.

Bottom of Funnel

Focus on

  • Urgency
  • Promo/Sale
Create urgency with limited-time promotions and holiday sales, prompting customers to act quickly.

Funnel Strategy Creative Breakdown

(TOF)

Top of Funnel

(MOF)

Middle of Funnel

(BOF)

Bottom of Funnel

Pain Points

✅

Problem / Solution

✅

Competitor Comparison
(Us vs Them)

✅

Testimonials

✅

Urgency

✅

Promos

✅
✅
✅

Social Proof

✅
✅
✅

Tailor Your Ads to Your Customer Persona

After researching your market, you’ll be able to tell what types of ads your audience wants. Create your assets and tailor them toward a specific customer. Small differences in your audience’s circumstances or pain points can lead to big differences in the end deliverable.
👉🏻 Be sure to check out our all-new resource on creating top-tier outdoor ads that convert in 2025.
📌 PRO TIP: The smaller your audience, the more ad variations you’ll need
If your reach is limited due to being a new company, having a niche product, or targeting a premium audience, it's crucial to have plenty of ad variations.
Since your budget and impressions will be focused on a smaller audience, they’ll likely see your ads multiple times. A variety of designs helps prevent ad fatigue.

🎯 Distribution

Go Broad if Your Wording Is on Point

Meta can optimize your ad combinations to target different customer personas by automatically testing headlines, copy, and creatives. While the platform handles optimization, your ad copy should clearly distinguish between personas.

👑 Broad targeting is king in 2025 because:

Smarter Algorithms

Meta’s algorithm now better predicts who will convert, even with a broad audience.

Wider Reach

Starting broad helps the algorithm refine and find the most relevant users.

Cost-Effective

Broad targeting reduces competition, lowering ad costs while Meta optimizes delivery.
📌 Even with broad targeting, make sure your ad creative speaks directly to your intended audience by using audience callouts and specific keywords that resonate with them.

For the fishing industry,

outdoor ads focus on species like bass and catfish, with visuals highlighting the products in action. Plus, we tested the benefits relevant to each brand, such as precision, strength, visibility and flexibility.
BASS SEA FISHERMEN
POWER angler
ANGLERS WITH PLANER BOARDS
ANGLERS LOOKING TO SAVE
BASS SEA FISHERMEN
POWER angler
ANGLERS WITH PLANER BOARDS
ANGLERS LOOKING TO SAVE

Dive Into Demographics, Interests, and Behaviors for Narrow Marketing and Niche Products

Meta Ads Manager allows you to fine-tune targeting for older accounts with a lot of data points, especially useful for retargeting ads. For example, when targeting anglers interested in catfish, you can further refine the audience by focusing on those with top-tier fishing gear preferences. The 'Exclude' option helps eliminate irrelevant groups, like casual hobbyists, ensuring your ads reach serious anglers.
ATTENTION:  This level of detailed targeting is only recommended for mature accounts with sufficient data and is not advised in most cases for newer accounts or campaigns.
📌 Remember, your audience may surprise you. Use Google Analytics to find exactly who is visiting your site, what device they’re using, and what products they’re looking at. This will help build a clearer idea of who your audience is in real time, not just relying on the on-paper persona.

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