What happens when you go broad? I decided to run a test, and the results are super interesting!
The Setup
I created a manual sales campaign optimized for conversions.

I switched to original audiences and targeted the US, UK, Canada, and Australia. Otherwise, I didn’t use any targeting inputs beyond exclusions.

I was going broad…
Results
After spending about $273, I broke down my results by audience segments, and here’s what I saw.

- Engaged Audience: $59.18
- Existing Customers: $9.61
- New Audience: $204.95
So when I went broad, just over 25 percent of my budget was spent on remarketing.
The Experiment
This is part of a bigger experiment where I’ve tested distribution using four strategies:
- Advantage+ Audience without suggestions
- Advantage+ Audience with suggestions
- Original audiences using Custom Audiences with Advantage Custom Audience turned on
- Original audiences going broad
It’s been fascinating to see how Meta delivers my ads. Reminder: This is possible using sales campaigns with audience segments. Assuming you have the update, of course.