Meta Ads Targeting Is Broken: Here’s What Still Works in 2025
Facebook and Instagram ads don’t work the way they used to. Meta removed most of the granular targeting tools that used to make results predictable. But that doesn’t mean the platform is dead—it just means you have to change how you use it.
This isn’t about nostalgia. It’s about strategy.
Written by Kade Deeyor
Meta ads used to be about dialing in targeting so precise you could reach newlyweds in Tucson who liked CrossFit and just bought a grill. That’s gone. Privacy changes, Apple’s iOS updates, and Meta’s own algorithm shifts nuked that model.
So if your ads aren’t working, you’re not crazy—and you’re not alone. But some businesses are still getting massive results. I’ll break down why Meta targeting is “broken,” what still works, and how to adapt your campaigns to the 2025 landscape.
What Actually Broke in Meta Targeting
It wasn’t one thing. It was a perfect storm:
- iOS 14.5 update: Let users block apps like Facebook from tracking them across other apps and websites. That killed off pixel-based lookalike data.
- Meta removed interests: They stripped out thousands of targeting options—especially sensitive or niche interests.
- Audience overlap is chaotic: You might be targeting “local homeowners,” but Meta’s definition could include renters who clicked on a home listing once in 2021.
- AI took over: Meta now pushes advertisers to use broad targeting and rely on its algorithm to “figure it out.” Sometimes that works. Sometimes it doesn’t.
What Still Works in 2025
Meta wants you to trust their algorithm. And while it’s not perfect, here’s what still consistently delivers results when used correctly:
- Broad targeting with strong creative: Let Meta find your audience—but ONLY if your ad grabs attention and converts. The creative is everything.
- Warm audiences: Retargeting people who watched your videos, messaged you, or visited your site (if tracking is set up correctly).
- Lookalikes from high-quality sources: Not all lookalikes are dead—just the weak ones. Create them from email lists or purchase data, not site traffic.
- Video-first funnels: Run short-form video to cold audiences, then retarget viewers with direct offers or lead forms.
- Local awareness + lead gen combos: If you're a service business, pair a broad "within 15 miles" ad with an irresistible lead magnet or offer.
Creative Is Now King. Period.
You can’t target your way out of bad creative anymore. Meta’s system needs lots of engagement signals to optimize. If your ad doesn’t get clicks, saves, shares, or watch time, the algorithm stops showing it—no matter how much you spend.
This means your focus should be:
- Clear, bold visuals that stop the scroll
- Messaging that sounds human, not corporate
- Offers that feel urgent or valuable (especially for local businesses)
Meta Campaign Types That Still Perform
If you’re unsure where to start, here are three campaign types we still run for clients that work in 2025:
- Lead ads: Meta’s native lead forms convert well for service-based businesses. Just keep the forms short and offer a clear reason to sign up (e.g., a free estimate or strategy call).
- Video view + retargeting funnels: Start with a short video, build a retargeting pool, and follow up with a strong CTA (e.g., booking, downloads, discounts).
- Local Awareness + Call Now: For restaurants, repair shops, and local events, this “old school” combo still drives foot traffic and calls when used right.
Should You Still Use Meta Ads?
Yes—but only if you’re willing to treat it like a media channel, not a sniper rifle. It’s not about hyper-targeting anymore. It’s about putting out content that people engage with, then using smart follow-up to turn them into leads or sales.
It also works best when paired with Google Ads or email retargeting—where you can still capture high-intent traffic with more control.
Conclusion: You Can’t Cheat the Algorithm
Meta doesn’t let you laser-target anymore. That’s the reality. But it’s still a powerful platform for brand awareness and lead gen—if you use it how it wants to be used. Nail your creative. Follow up. And stop clinging to tactics that no longer exist.
Let’s fix your ad strategy.
Meta Ads don’t work just because you set them up — they work when your creative actually earns attention. At SignalHouse Media, we rebuild underperforming campaigns from the ground up, using real audience data and ad hooks that stop the scroll. If you’re tired of burning budget without clarity, we’ll show you exactly what’s broken and what needs to change.
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