Every few months, someone declares interest targeting is dead on Facebook. And sure, if you’re expecting it to drive the same ROAS as your best-performing ASC campaign, then yeah… it’s probably not going to.

But that doesn’t mean it’s useless. It just means you’re expecting it to do something it was never built for.

Interest audiences aren’t your primary revenue driver. They’re your growth engine.

Why People Think Interest Targeting Doesn’t Work

Meta’s Advantage+ algorithm is built to find the people most likely to buy. That means most of your “new” customers aren’t really new to the market—they’re just new to you. These folks are high-intent and have already shown signs they’re ready to make a purchase.

So Meta keeps hitting them over and over.
Higher frequency, tighter audience, higher ROAS.

When you compare that to interest-based targeting, the numbers look worse. Lower performance, slower conversions, less immediate revenue.

But that’s the point.

What Interest Audiences Are Actually For

Interest targeting plays a different role. You’re not going after the customer who was ready to check out anyway. You’re introducing your brand to people before they’re even actively shopping.

They may not be high-intent, but they’re not nothing.

They’re scroll-stopping. They’re curious.

They’re your next customer, you just need to warm them up.

Why It Works:

• Introduces your brand to people who aren’t already in Meta’s ASC funnel
• Works great with video ads that tell a story or showcase your product in action
• Keeps frequency lower, so you’re not hitting the same users 10x in a week
• Pulls net-new customers into your funnel instead of recycling the same audience
  

This isn’t a ROAS play, it’s a funnel filler.

How to Make Interest Audiences Actually Perform

If you’re using interests the same way you use your ASC campaigns, you’re going to be disappointed. The setup, creative, and expectations should be completely different.

Here’s how to get it right:

• Use video whenever possible: These audiences are colder. They don’t know who you are, so a lifestyle video, UGC-style creative, or storytelling ad will go way further than a static image. Optimize for purchase, but be patient with conversions.
• Keep an eye on frequency: Interest audiences don’t have the same aggressive frequency ASC campaigns do—and that’s a good thing. But still monitor it. If frequency climbs, rotate in fresh creative or cut spend to avoid fatigue.
• Don’t expect instant revenue: This is not where you double your ROAS. It’s where you plant seeds. Measure success by how many new users enter your funnel, not just direct conversions.
• Target interests that actually make sense: Use common sense here, if you’re selling a kids’ swimwear line, maybe don’t target “fine dining.

How This Fits Into a Bigger Strategy

The key to winning with Facebook Ads isn’t about manual control—it’s about strategic oversight.

Let Meta do what it’s good at: finding the buyers. But you control the inputs:

• Smart creative
• Clean structure
• Relevant targeting
• Clear goals

When done right, interest-based audiences don’t replace your ASC campaigns—they support them. They bring in fresh eyes, expand your reach, and feed the algorithm more data so everything else can perform better.

If you’re only running Advantage+ and wondering why growth is slowing, this is your sign. Interest audiences still have value—but only if you use them right.

Want to build a strategy that combines scale, growth, and profitability? Let’s chat. We’ll help you structure your Facebook Ads for long-term success, not just short-term performance.