How to Know If You’re Targeting the Right Audience With Your Ads Google Ads & Social Media Edition
Not Sure If You’re Targeting the Right Audience? Here’s How to Tell (Without Wasting Your Ad Budget)
Let’s be honest—running ads can feel like throwing spaghetti at the wall some days.
You boost a post. Set up a campaign. Try your best to choose the “right” audience. And then… crickets. Or random clicks that don’t turn into anything.
If you’ve ever thought “I don’t even know if the right people are seeing this”—you’re not alone. I hear it from clients all the time.
Here’s the thing: You can absolutely run ads and still miss your audience entirely. And when that happens? You waste money, time, and energy—and it’s frustrating AF.
So let’s talk about what actually tells you if your ads are reaching the right people—and how to shift things if they’re not.
First Off: What Even Is the “Right Audience”?
Good question. The right audience isn’t just people who could buy from you. It’s people who:
Are already looking for what you offer (or open to it)
Are ready to invest—or will be soon
Can relate to your messaging and your vibe
See your ad and immediately think: “Ooh, that’s for me.”
If your ads aren’t hitting all of that? They’re not going to work the way you want them to. Even if they’re “technically set up right.”
How to Know if You’re Targeting Right on Google Ads
Google is a search platform. People are literally typing in what they want. So your job is to show up at that moment.
Here’s how to know if you’re getting it right:
1. Look at Your Search Terms
Pop into your Search Terms Report and scan the list.
Are people searching for what you actually offer?
Are you showing up for random stuff like “free,” “jobs,” or “DIY”?
Do the keywords make sense—or are they super broad and pulling in the wrong traffic?
Red flag: You’re getting impressions, but nobody’s clicking or converting.
That usually means the intent is off. They’re not looking for what you’re offering.
2. Check the Demographics
Inside Google Ads, check who’s seeing and clicking:
Are the age ranges aligned with your audience?
Are you getting traffic from the wrong countries or devices?
Are mobile users converting better than desktop (or vice versa)?
* Little tip: You can actually exclude or adjust your bids for underperforming groups. Highly recommend.
3. Match the Offer to the Search
This is a big one.
Someone searching “best AC repair near me” is probably looking for help right now. So give them something that matches that energy—like a quote, call, or service.
If someone’s searching “how to choose an AC system,” they’re probably in research mode. That’s a better time for a guide or checklist.
- It’s all about meeting people where they’re at. If you skip that step, even good ads will flop.
What About Social Ads? (Instagram, Facebook, LinkedIn…)
Social ads are a little trickier. You’re not showing up when someone’s searching—you’re interrupting their scroll.
So the targeting and the messaging have to be extra sharp.
1. Who’s Actually Taking Action?
Don’t just look at who’s clicking. Look at:
Who’s signing up, buying, or messaging you?
Which audiences (cold, warm, lookalike, etc.) are actually converting?
Are those people your ideal clients—or just curious clickers?
- If you’ve got a high CTR but no real conversions, your targeting (or messaging) is off.
2. Break Up Your Audiences
One of the biggest mistakes I see? People putting everyone in one ad set.
Cold audiences, warm retargeting, different age groups, people in totally different life stages… all seeing the same message.
Your results will be SO much better if you:
Segment your audiences
Speak directly to each group
Test different versions of your ad (and track what lands)
3. Use the Right CTA at the Right Time
Think about where someone is in the buyer journey:
Brand new people?
“Watch the video”
“Grab the free checklist”
“See how it works”
Already familiar with you?
“Book a call”
“Apply now”
“Let’s do this”
- You don’t ask someone to marry you on the first date. Same idea here.
Signs You Might Be Targeting the Wrong People
If you’re seeing any of this, it’s time for a tune-up:
Lots of impressions, but barely any clicks or sales
You keep attracting the wrong leads
People say “Oh I didn’t know this was paid”
High bounce rates on your landing page
It’s not always about spending more. It’s about spending smarter.
So… What Should You Do If Your Ads Are Missing the Mark?
Don’t panic. And don’t delete everything. Try this instead:
-Refine your keyword strategy (Google)
-Test new creatives + separate your audiences (Social)
- Adjust your offer and messaging to match your buyer’s journey
Small changes can make a big difference.
Final Word
Running ads isn’t just about setting them up and hoping for the best. It’s about paying attention to what the data is telling you—and being willing to adjust when things feel off.
You can reach the right people. You can get results. And you don’t have to figure it out alone.
Need a Gut Check on Your Ads?
If you're tired of wondering whether your ads are hitting the mark, I can help. I offer strategic audits and done-for-you ad management to help you stop guessing and start seeing real ROI.
Book a free strategy call with me and I'll see If theres some quick wins I can find you. click here to book a quick strategy call.
