Had a client tell me my Facebook ads were 'too targeted' and wanted more broad reach

They literally said they wanted 'everyone' to see their ad even after I showed them the data on our $0.04 per click campaign. This was during a Zoom call last Wednesday and I just sat there staring at my screen for like 10 seconds. Has anyone else had a client push back against good targeting numbers?

3 comments

3 Comments

willow1141mo ago

The thing about broad targeting is it sounds good in theory but the results almost always tell a different story. A lot of small business owners still think ads work like radio or TV where you just put it out there and hope someone sees it. They don't understand that a focused campaign with strong data behind it is actually more respectful to their budget, not less. That 4 cents per click is a gift that most people would kill for in this space. Sometimes you have to let clients learn the hard way after they burn through a few hundred dollars on wide open targeting with no conversions. It's frustrating but some folks just won't listen to the numbers.

the_laura1mo ago

Yeah the "respectful to their budget" part is exactly it. I always tell people it's better to spend $100 on 2,500 really solid clicks than $100 on 25,000 random ones that never convert. I've started making clients sign off on a "targeting agreement" basically where they acknowledge that narrowing down will cost more per click but give better returns. It's saved me a few headaches when they start questioning why their reach looks small.

hannahk191mo ago

Oh @willow114 you're so right, I had a client once who thought "broad" meant "more people" and ended up spending big on clicks from outer space basically!