Author: Dijana Samsa
One of the most common mistakes I see people make when setting up social media or Google campaigns is asking the question: How many people can we reach? It sounds logical. After all, the more eyes on your ad, the better, right? But in digital marketing, the quality of reach matters more than its scope.
When I was first starting out in digital marketing, someone I deeply respect told me this: The result of good digital marketing should feel like walking into a cake shop where only your favorite cakes are on display. And your job is to make it feel that way for every single person.
Each potential customer entering that “cake shop” — whether it’s your landing page, social post, or checkout — should see exactly what they’re looking for. That’s how you give them the highest possible chance of converting.
Why targeting more people won’t gain you more leads?
Short answer — because most of them simply aren’t interested.
Casting a wide net might seem smart, but in reality, it drains your budget and often ends in disappointment. It feels logical to think that the more people you reach, the more will click and convert. But in truth, focusing on a smaller, niche, and highly specific audience gives you a much better chance of attracting high-quality leads and actual customers.
Having 50 people see your ad and 10 of them become customers is far better than showing it to 1000 people and getting only one or two conversions.
Those 50 people who saw your ad all found exactly what they were looking for in that “cake shop.” The 1000 others, on the other hand, might not even like sweets — yet they were offered one anyway. That’s the difference between targeting wide and targeting right.
How to Focus on a Smaller Audience (the Right Way)
Instead of trying to reach everyone, start by figuring out who really benefits from what you offer. Go a bit deeper than just age or location — think about their habits, preferences, and the problems they’re trying to solve. Next, break your audience into smaller groups, like by interests, past interactions, or where they live, and tailor your messages for each group. Let the data do the talking: see who’s actually engaging and focus on those people. And remember, targeting is a learning process.
Start small, watch what works, and make tweaks along the way. Often, the tiniest adjustments make the biggest difference.
A/B test is your friend
Even when you’ve narrowed your audience, you won’t always know what will click. That’s where A/B testing comes in.
Take a small portion of your audience and show them different versions of your ad, post, or landing page. See which version gets the best response before rolling it out to everyone.
It takes the guesswork out, helps you fine-tune your message, and often reveals surprising insights about what drives people to engage or convert. Think of it like your “cake shop” — you’re figuring out which treats each customer really wants before putting them all on display.
You want people who want you
At the end of the day, it’s about reaching the right people.
Focus on those who actually care, show them exactly what they’re looking for, and test along the way to make it even better. When your audience feels like your “cake shop” was made just for them, you’ll see higher engagement, more conversions, and happier customers.