Meta audience tiers
How tiered Meta audiences cut CPL by 12%
Converting investor personas into Meta audience tiers, each with its own targeting and investment.
Across tiers
Better fit leads
Strongest tier
The challenge
Every audience was getting the same budget and message.
Some investor types were far more valuable, but Meta campaigns spent evenly across them.
The personas existed. They just were not driving how money was spent.
What mattered most
The strategy
Different customers, different investment.
I turned personas into tiers, each with its own budget and approach.
- 01Converted investor personas into Meta audience tiers.
- 02Assigned different targeting and investment levels to each tier.
- 03Continuously refined tiers from campaign performance.
- 04Moved budget towards the tiers producing qualified investors.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Tiered performance
Money followed the best investors
Change against the starting position. Reductions shown in green are improvements.
The outcome
Smarter spend on the investors who matter.
Meta CPL fell 12%, qualified rate rose 8% and the strongest persona tier converted 22% better.
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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