Why You’re Targeting the Wrong Audience - and How to Fix It



How to Fix Poor Targeting and Reach the Right Audience

Ever feel like your marketing is shouting into the void? You’re getting clicks, likes, and visitors - but not the right ones. The wrong people are landing on your site, filling your ad budgets, and leaving without converting.

This is a classic case of poor audience targeting, and it’s one of the most common (and expensive) problems online marketers face.

The good news? It’s completely fixable.

In this guide, you’ll learn how to:

  • Identify whether you’re attracting the wrong audience

  • Audit your targeting settings and audience data

  • Rebuild your audience profile with accurate insights

  • Align your messaging and offers to real customer intent

  • Improve ROI by focusing on qualified leads, not just clicks

By the end, you’ll have a repeatable strategy to attract audiences who actually buy - not just browse.


What Is Poor Targeting in Marketing?

Poor targeting happens when your campaigns, content, or ads reach people who are not genuinely interested in what you offer.

It leads to:

  • High website traffic but low engagement or conversions

  • Irrelevant leads or enquiries

  • Wasted ad spend on the wrong demographics

  • Poor return on investment (ROI)

Essentially, your marketing is speaking to the wrong crowd - and your message isn’t landing.


Signs You’re Targeting the Wrong Audience

Not sure if this applies to you? Look for these red flags:

  • Visitors bounce within seconds of landing

  • Lots of impressions but low click-through rate (CTR)

  • High cost per acquisition (CPA)

  • Irrelevant or poor-quality leads

  • Comments or messages that show misunderstanding of your offer

  • Your “ideal customer” isn’t engaging at all

If any of these sound familiar, it’s time for an audience audit.


Step-by-Step Audit Plan to Fix Poor Targeting

Use this structured audit to realign your campaigns, data, and messaging so you attract qualified prospects.


Phase 1: Define or Revisit Your Ideal Customer Profile (ICP)

Start by clearly defining who your best customer actually is - not who you wish they were.

Steps:

  1. Review existing customer data (age, location, spend, behaviour).

  2. Identify your top 10% highest-value customers.

  3. Interview or survey them to understand motivation and pain points.

  4. Build or refresh detailed buyer personas.

Goal:
A data-driven customer profile that reflects real buyers - not assumptions.



Phase 2: Analyse Audience Data and Segmentation

Look at who you’re currently reaching and whether that matches your ICP.

Steps:

  1. Review demographic and interest reports in Google Analytics 4 (GA4), Facebook Ads Manager, and LinkedIn Campaign Manager.

  2. Segment users by traffic source, behaviour, and engagement.

  3. Identify which sources bring relevant vs. irrelevant audiences.

  4. Exclude low-quality or non-converting segments.

Goal:
Understand whether your targeting and real audience are aligned - and adjust accordingly.


Get a FREE copy of my complete Audience Targeting Audit Manual


Phase 3: Review Ad Targeting and Campaign Settings

This is where most leaks happen - even a single misconfigured setting can waste thousands in ad spend.

Steps:

  1. Audit all targeting parameters (location, age, gender, interests, job titles, etc.).

  2. Remove broad or irrelevant audiences (e.g. “all adults in the UK”).

  3. Check language and placement settings for mismatched traffic.

  4. Use lookalike or similarity audiences based on existing customers.

Pro Tip:
Use negative audiences to exclude unqualified users - one of the fastest ways to improve ROI.


Phase 4: Refine Messaging and Offer Alignment

Your targeting is only as effective as your message. Even with the right audience, irrelevant copy can repel buyers.

Steps:

  1. Compare ad copy, headlines, and visuals with your audience’s real needs.

  2. Use your customers’ own words in marketing copy.

  3. Tailor landing pages to match ad promises.

  4. Remove vague or generic CTAs like “Learn More” and replace them with intent-based prompts (“Get Your Free Quote”, “Download the Guide”).

Goal:
Ensure message, offer, and audience align seamlessly.


Phase 5: Test, Measure, and Optimise Continuously

Targeting is not a one-time fix - it’s an ongoing process.

Steps:

  1. Run A/B tests with audience segments and ad creative.

  2. Track conversion rates by audience and message.

  3. Reassess performance every 30 days.

  4. Continuously refine based on engagement and conversion metrics.

Goal:
An evolving audience strategy that adapts to real-world performance.



KPIs to Measure Targeting Success


KPI

Description

Ideal Target

Conversion Rate

% of qualified visitors converting

+20–30%

Cost per Lead

Average cost of new lead or sale

↓ 15–25%

Bounce Rate

% of users leaving immediately

<40%

CTR

% of ad viewers clicking

>2–3%

Audience Match Rate

% of audience matching ICP traits

>80%



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To find out more, I have published a FREE in depth audit manual & checklist...


>> GET YOUR FREE COPY NOW


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This has been brought to you by 

Web Design Imagineers





Location: United Kingdom

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