In Part 1, we exposed the real purpose of Meta Ads: acquisition. Not fluff. Not feel-good metrics. Not brag-worthy screenshots. Just real, qualified attention from people who didn’t know you yesterday—but could become your biggest clients tomorrow.
Now let’s get into why your ads aren’t working the way you want them to.
And yep, it starts with who you’re targeting.
Meta Ads ≠ Search Ads
You’re Not Selling a Solution—You’re Creating a Reaction
Google Ads is all about intent. Someone types in “buy ceramic sculpture” and boom—ads for ceramic artists show up. That’s inbound marketing at work.
But Meta Ads? That’s a disruption channel. Your audience isn’t looking for you. They’re watching cat reels, checking memes, zoning out on their lunch break—and then your ad slides in.
If your ad isn’t compelling, it’s getting skipped.
If your audience isn’t right, it’s getting ignored.
So stop targeting like it’s Google. Stop thinking like you’re selling a fix. You’re selling a feeling—an aesthetic, an experience, a vision.
Impressions Mean Nothing Without Intentional Targeting
Meta Ads will serve your ad to anyone if you let it.
But you don’t want anyone.
You want:
- Gallery goers who invest in emerging artists
- Interior designers scouting fresh talent
- Creatives with budgets who respect your time and pricing
- Art lovers with taste (and disposable income)
So give Meta the right signals. Use:
- Behavioral targeting (not just demographics)
- Lookalike audiences based on actual buyers
- Engagement-based custom audiences (not just page followers)
The algorithm is powerful—but only if you feed it with quality inputs.
The Real Funnel: Attention ➝ Curiosity ➝ Action
Think of Meta Ads like a studio visit:
- Impression = They walk past your open studio
- Click = They peek inside
- Site visit = They ask about a piece
- Purchase = They pull out their card
Your job isn’t to force a sale in the first 3 seconds.
Your job is to create just enough intrigue that they want to see more.
And from there? Your website, your story, your work does the talking.
Ask Yourself:
- Is my ad interrupting the scroll in a good way?
- Am I targeting based on behavior, not just basic data?
- Is my site doing the job once people click?
If you’re leaking attention at any point—weak visuals, bad copy, confusing landing page—you’re throwing money out the window.
Up Next → Part 3: The Metrics That Actually Matter
Forget ROAS for a second. In Part 3, we’ll break down which numbers really show whether your ads are working—and which ones are just marketing noise.
Feel like you’re targeting the wrong crowd? You probably are.
If your ads aren’t getting clicks from people who get your work—or worse, from people who ghost after clicking—let’s fix that. I’ll help you build smarter audiences so your art lands in front of the right eyes.
