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Riyaz Saleem

Growth Marketing Hea... • 2m

We recently ran a campaign for a product designed for the elderly. Instead of narrowing down interests or demographics, we tried something different — open targeting with strong, relevant creatives. Surprisingly, this outperformed even our interest-based campaigns. Leads were consistent, CPL was low, and the audience quality? Spot on. The only variable that truly moved the needle? Creatives. Once those worked, we scaled with lookalikes and saw even better results. This made one thing clear — AI in ad platforms has evolved. It can now identify and reach the right audience if we give it the right signals. So if you’re unsure about the ideal persona, try letting the system guide you. Let your creatives lead the way. Sometimes, breaking the old rules leads to the best performance.

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