Advertising and ad targeting is a numbers game. Conversion rates for most campaigns are very low. On order of 1%. Running a highly targeted campaign that boosts

Advertising and ad targeting is a numbers game. Conversion rates for most campaigns are very low. On order of 1%. Running a highly targeted campaign that boosts conversion from 0.9% to 1.4% would be considered a huge win even though it's still invisible to 98.6% of people. And sometimes it's about the ads that don't hit you. Not wasting ad spend on people who aren't in your addressable market at all.