I’ve seen so many people time and time again not squeezing allll the juice out of Meta.

Listen…

There are a lot of nuances to scaling ‘efficiently’ – especially once you cross the 6-figure mark in monthly ad spend.

But to maximize the value you get from Meta, you need to prioritize 3 core pillars:

1️⃣ Campaign Setup
2️⃣ Audiences
3️⃣ Creatives

There’s no one-size-fits-all playbook, but these pillars are a constant area of focus for the best media buyers I know.

We talk a lot about account structure and creative iteration, so today I want to start digging into audiences.

9/10 marketers will say “just go broad.” They’re not wrong. But I want to reframe the conversation on audience targeting.

It’s not just this OR that.

It’s this AND that.

Go broad AND experiment with other audience types in Meta.

Efficient scale is the name of the game – so why would you handicap yourself from testing something that could unlock that? It also doesn’t hurt to diversify your targeting strategy.

Something we’ve been experimenting with lately at Obvi:

AI-powered lookalikes.

Instead of building seeds off of our customer lists or using platform engagement data, we’re flooding the zone with boosted seeds built from a ridiculous amount of aggregated storefront data.

The volume and fidelity of this data is what’s enabling us to use lookalikes to target high-paying shoppers that are in-market with HIGHLY targeted ads.

This gives us a much more surgical, targeted approach with a lot less wasted ad spend.

To date, we’ve seen a 31% higher NC-ROAS and 26% lower NC-CPAs using lookalike audiences compared to just going broad, and I’m at a point now where I’m allocating a little over 60% of my total ad spend to these audiences because of it.

Listen, if you’re spending more than $100k a month on ads this is something I highly recommend.

There are a few tools out there that can help you build these types of audiences, but I personally recommend Proxima.

‍Their audiences continue to outperform and their team is second to none. They build audiences with custom AI models and data from over 65 MILLION high AOV shoppers (and over $17 Billion in transaction data) across 1000s of Shopify stores.

They have helped us consistently scale our ad spend more EFFICIENTLY with more PROFIT overall, so of course I’m going to share it.

PS: If anyone wants to see actual screenshots from the ad account of all numbers mentioned here - feel free to DM me @ashvinmelwani 🐦