Targeting can make or break your Facebook campaign. And targeting the right people with the right message at the right time is key. If you want to run successful Facebook ads, you should keep in mind what stage of the sales funnel each of your segments will be, in order to accurately target them.

Why is that?

Well, customers at each stage are looking for something different. And if you send the perfect message to the wrong audience, they won’t click it, no matter how brilliant your ad design and copy are.

But beyond what stage in the customer journey your target audience is, their demographics matter, too. If you’re targeting Suzie in Ohio that just celebrated her 40th birthday—when you should be targeting Claire in California that turned 21—your conversions are going to flop.

And when you target the right ad message to the right audience, your cost per click is lower, too, as noted by Facebook’s Relevance Score.

What does this mean for you? 

Well, accurate targeting on Facebook matters. And when your targeting is on point, that means more conversions with less budget spent. 

And that sounds like a win-win.