People scroll past ads that could be shown to anyone. They stop for ads that feel written for them. Relevance is not about clever tricks – it is about matching the message to who the person is and where they are in their decision.
Split your audience by intent
- Cold audience: people who don’t know you yet. Show the problem you solve and a simple proof.
- Warm audience: visitors, followers and video viewers. Show details, reviews and answers to objections.
- Hot audience: people who started a booking, a form or a checkout. Remind, reassure and make the next step easy.
One message per segment
A wedding venue, for example, talks differently to couples who have just got engaged than to couples who have already viewed the price list. Prepare separate creatives and copy for each segment instead of one ad for everyone.
Use data you already have, responsibly
A correctly configured Meta Pixel and Conversions API, Google tag and consent mode let you build audiences from website behaviour and customer lists. Collect only what you need, respect cookie consent and be transparent about how you use data.
Retargeting with a reason
Showing the same ad for weeks is not personalisation. Rotate messages: first a reminder, then a review, then an answer to the most common question, and limit frequency so you don’t annoy people.
Continue the conversation on the landing page
The page after the click should repeat the promise from the ad, in the same words and visuals, and offer one clear action. Sending all traffic to the home page wastes the relevance you have just built.
Test and learn
Test one variable at a time – the headline, the image or the offer – and judge results by enquiries and sales, not just by clicks.
Want help putting this into practice? Get in touch and we will look at your website, channels or campaigns together.
