Most brands running Meta ads in India are either too broad or too narrow with their audiences. Both kill efficiency. Here's the segmentation structure we use to keep CAC low and scale predictably.
The Three-Layer Approach
- Layer 1 — Cold Audiences: Broad targeting (age + gender + location only) with strong creative doing the targeting work. We've consistently seen broad outperform interest stacking at scale.
- Layer 2 — Interest & Lookalike: 1–3% LALs built on purchase events, combined with relevant interest clusters. These are best for discovery at mid-funnel.
- Layer 3 — Retargeting: Segmented by recency and intent — website visitors (7d), add-to-cart (3d), checkout abandoners (1d). Each gets a distinct message and offer.
The Result
By restructuring our client's Meta campaigns using this three-layer approach, we reduced their CAC from ₹820 to ₹428 — a 48% reduction — while scaling spend by 2.5x over six months.
The key insight: audience segmentation without creative differentiation is wasted effort. Each layer needs its own message, not just its own targeting.
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