Creative is the targeting now
Meta's targeting has become broad by design. Advantage+ audiences decide who sees the ad, and the creative decides who stops scrolling. So most of my time on Meta goes into testing hooks, formats and offers rather than fiddling with interest lists.
I write and brief the ads, test a few concepts at once, and kill the losers quickly. Winners get variations, not a new campaign.
Tracking that survives iOS
Since Apple's privacy changes, the Meta pixel alone misses a lot of conversions. I set up the Conversions API so your site or CRM tells Meta what happened directly. Lead forms get a qualifying question or two, and leads that turn into customers are sent back so Meta learns who to look for.
