How To Stop Meta From Optimizing For The Wrong Customer

Your best-performing ad might be training Meta to find the wrong customer.

Let that sit for a second.

Meta optimizes for whatever converts.

It doesn't know what your business is built on.
It only knows what people clicked and bought.

Here's how that becomes a problem 👇

Take a brand like Westman Atelier.

They're a high-end makeup company. 
Their core customer might spend $180+ per order.

But they also sell lipstick for around $40. 
The ad for it is visually compelling, easy to understand, and easy to convert.

So the lipstick ad performs well.

Meta reads that signal and doubles down.
It puts more spend behind it, more reach, and more of the same audience.

3 months later, the brand has built a $40 lipstick audience.

This pulls the focus away from their core business to someone else entirely.

Meta didn't do anything wrong.
It did exactly what it was told.

The problem is nobody told it what the brand actually needed.

A product converting well is useful information.

But it only becomes valuable when you ask the next question:
Is this the CUSTOMER WE WANT, or just the CUSTOMER WHO CLICKED??

There's a big difference between the two.

If you aren't asking that question regularly, the algorithm will answer it for you.

How do you make sure your ads find the right customers?
Let me know in the comments.

If this resonates, DM me, and we can talk through what this looks like inside your brand.

♻️ Repost this for someone running paid social who needs to hear it.
And follow me, Jacob Rokeach, for more on ad data and scaling your brand.