Every few months, someone declares interest targeting is dead on Facebook. And sure, if you’re expecting it to drive the same ROAS as your best-performing ASC campaign, then yeah… it’s probably not going to.<\/p>\n\n\n\n
But that doesn\u2019t mean it\u2019s useless. It just means you\u2019re expecting it to do something it was never built for.<\/p>\n\n\n\n
Interest audiences aren\u2019t your primary revenue driver. They\u2019re your growth engine.<\/strong><\/p>\n\n\n\n Meta\u2019s Advantage+ algorithm<\/strong> is built to find the people most likely to buy. That means most of your “new” customers aren\u2019t really new to the market\u2014they\u2019re just new to you. These folks are high-intent and have already shown signs they\u2019re ready to make a purchase.<\/p>\n\n\n\n So Meta keeps hitting them over and over. When you compare that to interest-based targeting, the numbers look worse. Lower performance, slower conversions, less immediate revenue.<\/p>\n\n\n\n But that\u2019s the point.<\/p>\n\n\n\n Interest targeting plays a different role. You\u2019re not going after the customer who was ready to check out anyway. You\u2019re introducing your brand to people before<\/strong> they\u2019re even actively shopping.<\/p>\n\n\n\n They may not be high-intent, but they\u2019re not nothing.<\/p>\n\n\n\n They\u2019re scroll-stopping. They\u2019re curious.<\/p>\n\n\n\n They\u2019re your next customer, you just need to warm them up.<\/p>\n\n\n\n This isn\u2019t a ROAS play, it\u2019s a funnel filler<\/strong>.<\/strong><\/p>\n\n\n\n If you\u2019re using interests the same way you use your ASC campaigns, you\u2019re going to be disappointed. The setup, creative, and expectations should be completely different.<\/p>\n\n\n\n Here\u2019s how to get it right:<\/p>\n\n\n\n The key to winning with Facebook Ads isn\u2019t about manual control\u2014it\u2019s about strategic oversight.<\/strong><\/p>\n\n\n\n Let Meta do what it\u2019s good at: finding the buyers. But you<\/strong> control the inputs:<\/p>\n\n\n\n When done right, interest-based audiences don\u2019t replace your ASC campaigns\u2014they support<\/strong> them. They bring in fresh eyes, expand your reach, and feed the algorithm more data so everything else can perform better.<\/p>\n\n\n\n If you\u2019re only running Advantage+ and wondering why growth is slowing, this is your sign. Interest audiences still have value\u2014but only if you use them right.<\/p>\n\n\n\n Want to build a strategy that combines scale, growth, and profitability? Let\u2019s chat. We\u2019ll help you structure your Facebook Ads for long-term success, not just short-term performance.<\/p>\n","protected":false},"excerpt":{"rendered":" Every few months, someone declares interest targeting is dead on Facebook. And sure, if you’re expecting it to drive the same ROAS as your best-performing ASC campaign, then yeah… it’s probably not going to. But that doesn\u2019t mean it\u2019s useless. It just means you\u2019re expecting it to do something it was never built for. Interest…<\/p>\n","protected":false},"author":30,"featured_media":2802,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,4],"tags":[],"thumbnail_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/04\/big-Untitled-design-26-300x225.png","thumbnail_medium_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/04\/big-Untitled-design-26.png","featured_image_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/04\/big-Untitled-design-26.png","author_avatar_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/08\/john1.webp","author_name":"John Vickery","category_labels":["PPC","Social"],"tag_labels":[],"_links":{"self":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2799"}],"collection":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/comments?post=2799"}],"version-history":[{"count":3,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2799\/revisions"}],"predecessor-version":[{"id":2805,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2799\/revisions\/2805"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media\/2802"}],"wp:attachment":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media?parent=2799"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/categories?post=2799"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/tags?post=2799"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Why People Think Interest Targeting Doesn\u2019t Work<\/strong><\/h2>\n\n\n\n
Higher frequency, tighter audience, higher ROAS.<\/p>\n\n\n\nWhat Interest Audiences Are Actually For<\/strong><\/h2>\n\n\n\n
Why It Works:<\/strong><\/h3>\n\n\n\n
\n
<\/li>\n<\/ul>\n\n\n\nHow to Make Interest Audiences Actually Perform<\/strong><\/h2>\n\n\n\n
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How This Fits Into a Bigger Strategy<\/strong><\/h2>\n\n\n\n
\n