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Most people think targeting happens only at the ad level. That’s a mistake. Targeting can—and should—happen at every step of the funnel: - The ad - The landing page - The message - The offer Each step acts like a filter. If your ad is loosely targeted, but your landing page speaks directly to a specific problem, some non-target fish will drop off before costing you more time and money. Conversely, if your ad is highly targeted but your page is vague, you reintroduce waste back into the system. Good funnels don’t rely on a single perfect targeting decision. They layer multiple “screens” that allow only the right prospects to move forward. Tomorrow, we’ll talk about why over-targeting can also be dangerous.

A common reaction to low conversions is simple: get more traffic. At first glance, this seems logical. If 1 out of 100 visitors converts, then surely 10,000 visitors will solve the problem. But that assumes all visitors are equal—which they aren’t. Going back to our fishing analogy: if you’re fishing with bait that attracts every fish, adding more ponds doesn’t fix the problem. You’re still pulling up the same ratio of target fish to non-target fish—just faster and at higher cost. In fact, scaling untargeted traffic often makes losses grow faster than profits. This is why some marketers say, “Ads don’t work,” when what they really mean is, “Untargeted ads don’t work.” Targeting isn’t about volume. It’s about selectivity. Tomorrow, we’ll explore how targeting at different stages of the funnel changes everything.

Yesterday we looked at how poor targeting can quietly double your cost per customer. Today, let’s look at why most marketers don’t notice it happening. The tricky thing about targeting is that the damage isn’t obvious at first. Your ads still get clicks. Traffic still flows. Your funnel still “works.” On the surface, nothing appears broken. But underneath, inefficiency is creeping in. Think again of fishing with pay-per-click ads. You may still be catching fish every day, so you assume the pond is fine. But if more and more of those fish don’t convert, your profits shrink—even though your activity stays the same. Most marketers respond by: - Increasing ad spend - Tweaking headlines endlessly - Adding more steps to the funnel But the real issue isn’t optimization. It’s who is entering the funnel in the first place. Targeting doesn’t just improve results—it protects you from wasting effort on people who were never going to buy. Tomorrow, we’ll look at how “more traffic” can actually make things worse.