“on Facebook you can but the most efficient strategy just go bro you just put the country and I want people to be at least 18 all of the US and have an iPhone and then the creative and the events that you're including are doing the targeting work.”

On Meta, the creative IS your targeting — broad audience beats narrow on algorithmic platforms

Counter-intuitively, Petit's best-performing Meta campaigns use the broadest possible targeting — whole country, minimum age, device type. The creative itself and downstream conversion events signal to the algorithm which users to find. Narrow interest-based targeting costs more, shrinks delivery, and fights the platform's optimization — a hangover from the pre-algorithmic era.