How broad delivery finds buyers

The entry conditions#

Signal, creative, budget: roughly 1,000 monthly events, 6-plus diverse assets, and funding for 50 events a week per ad set. Missing any one, stay manual and build toward broad deliberately.

Creative diversity matters more than budget depth: the system matches varied concepts to varied people. Meta own diversification research backs the mechanic. Start at the Meta Ads hub.

Score readiness quarterly with the hub chooser logic before migrating. Advantage+ audience is the vehicle.

Budget for learning properly: broad ad sets need 50 events a week, so fund fewer ad sets generously rather than many thinly. Thin broad sets learn nothing and teach nothing. Budget maths sets the floor honestly.

Stage the migration account by account: move one prospecting line to broad first, hold the rest as control, then expand on evidence. Big-bang migrations hide what changed. Staged migration reads cleanly.

Creative carries broad#

Varied concepts are the targeting: hooks, proofs, formats and offers let delivery sort buyers without manual stacks. Colour swaps are not diversity; distinct propositions are.

Feed broad at least 20 diversified assets with 20 to 30 per cent of budget in test. Starved creative makes broad look broken when it is merely unfed. Diversification is the operating manual.

Retire spent concepts monthly: broad amplifies fatigue as efficiently as winners. Fatigue reads protect the feed.

Brief creators for broad explicitly: concepts must stand alone for strangers with zero context, so hooks carry category, promise and proof in seconds. Insider creative dies in open delivery. Hook craft decides broad survival.

Proving broad earns it#

Broad against best-manual, identical budgets and creative, two-week incremental reads: the only test that counts. Platform ROAS flatters broad through existing-customer capture, so split new versus existing always.

Hold out periodically even after broad wins: incrementality drifts as mixes shift. Lift testing settles it properly.

Run the rematch with fresh creative: stale assets handicap broad and flatter manual unfairly. Fair tests feed both sides equally. Fresh creative keeps contests honest.

Document the win with the control attached: future teams inherit evidence, not folklore. Ask our team to design the test.

When broad fails honestly#

Thin signal, narrow eligibility, scarce creative: the three honest failures. New pixels, regulated categories and two-asset accounts should not run broad and should ignore anyone saying otherwise. Meta own audience targeting guide sets the entry bar.

Constrain progressively rather than abandoning: controls first, then suggestions, then manual stacks. Progressive constraint beats binary thinking.

Re-test broad quarterly as signal matures: today's failure is next year's default. Scaling rules schedule the rematch.

Broad with guardrails#

Location, age floors, exclusions and brand lists still bind broad delivery: openness is about audiences, never about compliance. Set every guardrail before launch, not after the first scare.

Custom exclusions carry converters, competitors and the already-served out of prospecting. Exclusion lists need weekly refreshes.

Special categories stay declared with their targeting limits intact. Category rules override enthusiasm.

Broad in the full mix#

Broad prospecting plus manual retargeting is the durable hybrid: automation finds, control closes. Merge them only with evidence that merged wins.

Keep creative testing manual even inside broad structures: automation distributes, humans invent. Testing rhythms survive every structure.

Report broad inside the account story with new-customer economics front and centre. First-campaign setup places broad correctly.

Watch new-customer share weekly: broad that fills reports with existing customers is retargeting in disguise. Share targets keep prospecting honest. New-customer guards belong on every broad dashboard.

Revisit the broad decision after signal shocks: Pixel rebuilds, CAPI outages and catalogue breaks all downgrade readiness overnight. Readiness is a state, never a status. Signal health underwrites every broad win.

Frequently asked questions#