Meta Ads are increasingly optimized with AI, but if you want more control over your audience targeting, you can still switch back to Manual settings. However, this process isn’t obvious, and there are some important steps to follow.

Steps to enable manual audience targeting

1. Go to the Ad Set Level

   • Navigate to your Leads or Sales campaign.
   • Scroll down to the Audience section.

2. Find the hidden manual option

   • Look for the gear icon next to “Further limit the reach of your ads.”
   • Click this text, and Meta will show a warning about limiting your audience reach.

3. Confirm the Switch

   • Click “Switch setup” to enable Manual audience targeting.
   • Your original targeting options (age, gender, custom audiences) will now be visible again.

4. Adjust the Defaults

   • Be aware that upon switching, Meta sets controls like age and gender to “Use as a suggestion”—meaning it may still target beyond your selection.
   • Deselect all default options where needed to ensure precise audience control.

Final thoughts

Meta’s AI-driven targeting can be powerful, but if you need specific audience control, switching to Manual is still an option—just hidden behind a few extra steps. Follow these steps carefully to ensure your ads reach the right people without unwanted expansion.

Bram Van der Hallen shared these insights on his LinkedIn profile.