Segment Smarter

Words I like: Know them. Sell them.

Audience Segmentation Tiers

Most marketers treat “one-size-fits-all” audiences like a safe bet. Smart ones treat segmentation like a profit center.

Your eyes should light up when a prospect says, “Just show my ads to everyone—no need to segment.” Because you get to counter with tiered targeting options that match their goals and budgets.

And oftentimes they’re happy to pay for precision!

On a personal note, I always prefer to launch a narrow test audience first (even if it costs a bit more per click) because the data comes faster and is more reliable.

Here’s a sample segmentation ladder:

• Highly Targeted Audience = Premium Bid (Higher CPC)

• Mid-Tier Lookalike = Mid-Level Bid (Standard CPC)

• Broad Interest Audience = Base Bid (Lowest CPC)

Translate it to the budgets and goals that apply to your campaigns. Highlight it in your proposal or ad strategy document.

The beauty?

You’re not forcing complexity—you’re pricing choice.

Real-World Examples:

• E-Commerce Store:

  • Existing Customers (Repeat purchasers) = $1.50 CPC

  • 2% Lookalike (Top buyers) = $1.20 CPC

  • 5% Lookalike = $0.80 CPC

  • Broad Interests = $0.50 CPC

• B2B SaaS:

  • Account-Based Custom Audience (C-suite) = $3.00 CPC

  • Industry Lookalike (IT managers) = $2.00 CPC

  • Role-Based Interest (Tech interests) = $1.00 CPC

  • Broad Demographics = $0.60 CPC

• Local Service Provider:

  • Past Leads (Email list) = $1.00 CPC

  • Website Visitors (30-day retargeting) = $0.75 CPC

  • City-wide Interests = $0.40 CPC

Don’t apologize for these tiered bids. Don’t hide them.

Put them in your media plan. Some clients will always pay more for hyper-precise audiences. Your job? Let them.

The profit math is simple:
If they want faster, more accurate results, make it pricier.

• Worst case? They pick the base audience & you run the same campaign you’d run anyway.

• Best case? They pay double to target a lookalike of their best customers, delivering high-value conversions with less spend wasted.

As promised—results in under a minute:

Audience quality costs more.

Ready to turn Facebook Ads into a profit center through smart segmentation?
👉 Automate your audience tiers with WriteConv

Best,

Adi