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AnthonySalazar's avatar
AnthonySalazar
Jobber Ambassador
11 hours ago

Is creative diversity becoming more important than audience targeting in Meta ads?

Is creative diversity becoming more important than audience targeting in Meta ads?

One thing I’ve been thinking about a lot lately with Meta’s newer AI-driven updates is how much the platform rewards creative diversity now.

Especially in local service businesses.

I’m heading into our slower summer season right now, so instead of relying on 1 or 2 “winning ads,” my strategy is creating a large variety of ads built around:

  • different customer avatars
  • different pain points
  • different levels of awareness
  • different offers
  • different emotional triggers
  • different styles of creative

Because the reality is:
not every prospect is thinking about your service the same way.

One homeowner may care about:

  • convenience
  • saving time
  • not cleaning dog poop in the heat

Another may care more about:

  • smell before backyard parties
  • kids stepping in dog poop
  • HOA complaints
  • professionalism and reliability

Another may not even realize a service like yours exists yet.

And those people should not all see the exact same ad.

I think a lot of business owners still try to force Meta into finding customers with targeting alone.

My experience lately has been that Meta performs much better when you give it:

  • more creative angles
  • more messaging variations
  • more hooks
  • more formats
  • more customer psychology to work with

Then you let the platform test and sort through the combinations.

Some ads completely flop.
Some get cheap clicks but bad leads.
Some unexpectedly resonate with a very specific type of customer.

You usually do not know beforehand which ones those will be.

That only comes from testing.

We’ve had ads I thought would perform terribly end up producing great leads.
And ads I thought were guaranteed winners completely die.

That’s why I think creative volume matters a lot more now than trying to obsess over finding the “perfect” single ad.

Especially during slower seasons when demand naturally drops and you need more angles working simultaneously.

How are other business owners are approaching advertising right now?

Are you putting more focus into:

  • audience targeting
  • creative testing
  • offers
  • retargeting
  • volume of ads
  • or something else?

1 Reply

  • travisshepherd's avatar
    travisshepherd
    Contributor 3
    9 hours ago

    I run a one-man pressure washing business and I’ve been running Meta ads for a few months now.

    I 100% agree with you — creative diversity has become way more important than hyper-targeting.

    I used to spend all my time trying to get the audience perfect. Now I just create a bunch of different ads showing different problems (dirty driveways, green roofs, black streaks on houses, etc.) and let Meta figure out who responds to what.

    Some of the ads I thought would do terrible have actually been my best performers.

    I’ve shifted my focus from audience targeting to just pumping out more creative variations.