In 2025, most ad platforms recommend broad targeting.
But broad targeting works only when your creatives are strong.
Why Platforms Prefer Broad Targeting
Algorithms now:
- Find buyers automatically
- Optimize faster with more data
- Reduce audience fragmentation
But this puts pressure on creatives.
What Happens With Weak Creatives + Broad Targeting
- Low CTR
- High CPM
- Poor conversions
- Wasted spend
Because the creative fails to qualify the audience.
What Strong Creatives Do
Strong creatives:
- Speak directly to pain points
- Filter the right audience
- Build trust fast
- Pre-sell the product
UGC-style creatives do this best — which is why performance teams prefer them.
Final Thoughts
Broad targeting isn’t risky.
Weak creatives are.
Performance marketing success starts with creative clarity.
