When managing Meta ad campaigns, a common question from clients goes something like this: “Our audience isn’t diverse enough — we’re focusing too much on certain age groups, like 30-40-year-olds. Should we create specific ad sets for other age brackets?”
Fair Q. This instinct to fine-tune age targeting in Facebook ads is understandable.
Clients often see strong conversion rates within specific age ranges and wonder if reallocating spend toward another bracket will increase overall performance. However, the answer rarely lies in adjusting ad set targeting alone – the real solution is often embedded within the creative strategy for ads.
Creative matters more than demographic targeting.
Take this recent campaign we ran.
Same ad targeting parameters (aka. audience), same placements, same budgets. Two ads… Which ultimately reached completely different audience splits:
- Ad creative on the left primarily reached 25-34-year-olds.
- Ad creative on the right attracted a younger demographic, with ~40% of impressions in the 18-24 range.
No targeting tweaks. It was all about the creative:
- Ad A had polished, location-specific imagery (sorta bougie, if we’re honest)
- Ad B? Speak-to-camera user-generated content (UGC). Think relatable, casual, product in-action videos topped off with some “this-could-be-you” energy.
And voilà. These two ad creatives pulled in entirely different age brackets, whilst still within the same ad set without any change in targeting.
Why does this happen?
Certain creative styles in Facebook ads just hit different.
We often find that certain creative elements naturally draw in specific demographics. UGC videos (particularly when it features someone from the target age group) tends to resonate more with younger audiences.
The authenticity and relatability of seeing someone who “looks like me” or shares similar experiences / preferences makes an ad more engaging for that specific audience – which reflects in the actions or engagements then taken from there. Be it a link click, a full video watch, a share, or even a purchase.
On the other hand, older audiences lean towards polished aesthetics. High quality, location-based imagery alongside brand identifiers (e.g. logo) appeals more to this demographic – who often connect with visual storytelling and products that offer unique value propositions which resonate and fulfil their needs / desires.
How does Meta's ad algorithm contribute?
You might now be wondering: “How does Meta even know what my creatives are showing or who they even appeal to, if I haven’t explicitly stated so?!” Well…
- Content Analysis: The algorithm scans your ad's visuals, elements and text to understand its overall vibe and message.
- User Engagement Data: In its early learning stages, Meta tracks data insights into how different demographics interact with various content types.
- Real-Time Optimisation: Using this data, the algorithm matches your ad with users most likely to engage, adjusting on the fly to maximise performance.
Period. Thanks to Meta's machine learning ad delivery system, your creatives’ style and formats directly influence who sees your ad, without you even lifting a finger.
So, how should advertisers adjust creatives for demographic appeal?
Your initial research should involve breaking down ad metrics. Specifically each ad’s reach and engagement. By analysing which ad creatives resonate best per demographic (using past and existing ads), you can work towards tailoring future content.
Here are a few ways to optimise:
- Feature age-appropriate personas: When aiming to engage younger viewers, consider incorporating younger influencers or relatable faces.
- Experiment with content style: UGC ads often appeal to younger audiences, while high-quality, brand-focused visuals may engage older age groups.
- Analyse creative impact per ad: Within each campaign, look at granular demographic breakdowns in Facebook Ads Manager and performance tracking by individual ad (rather than at the campaign level) to see which creative resonates where and with whom.
In essence, adjusting ad creative—not targeting—is the real key to diversifying your ad’s audience. This approach allows you to stay flexible, reach multiple demographics, and make the most out of your ads, without needing to invest heaps more campaign budget.
Ready to level up your Facebook ad strategy? We’ve been around the creative diversification block a few times, and offer a free account audit here.
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