Less is more: how to segment without overcomplicating

One of the most common questions when it comes to Facebook or Instagram ads is: how should I segment my audience?
And this is where many wellness professionals make things harder than they need to be. They end up creating dozens of interests, age ranges, cities, and behaviors, believing that the more detailed the segmentation, the better the results.

The reality is that in many cases, this over-segmentation ends up making campaigns more expensive and limiting reach.

Today I want to talk about why in digital marketing the rule “less is more” also applies to segmentation—and how trusting the algorithm can often bring better results than trying to control everything manually.

The myth of hyper-detailed segmentation

For a long time, it was believed that the key to success in digital ads was extreme segmentation: age, gender, interests, pages they follow, education level, exact location.

The problem is that platforms like Meta Ads don’t work the same way they did 5 or 10 years ago. Today, algorithms have far more data and optimization power than we do.

When you segment too narrowly, instead of helping, you’re tying the algorithm’s hands and preventing it from finding people who might actually be interested in your service, even if they don’t fit 100% of your interest list.

What happens when you over-segment

The most common issues with over-segmentation are:

• Audiences that are too small → cost per click and registration goes up because you’re competing harder for fewer people.
• Unnecessary exclusions → you end up leaving out people who would be interested in your offer.
• Unstable campaigns → results fluctuate too much because your base audience is too limited.

In other words: more effort, worse results.

The new way to segment: let the algorithm do its job

Today, the recommendation is to work with broader audiences and allow the platform to optimize based on real user behavior.

Example:

• Instead of picking 20 health-related interests, choose just one or two broad ones (e.g., “wellness,” “nutrition”).
• Instead of narrowing age ranges too much, keep it broad (25–55) and let the system optimize.
• Instead of excluding multiple cities or regions, start with the whole country and see where you get the best results.

The key? Your message and ad creative attract the right person—not just segmentation.

When it does make sense to segment more

This doesn’t mean you should leave everything up to chance. There are cases where narrower segmentation makes sense:

• When you have a very specific niche (e.g., pregnant women over 30 interested in prenatal yoga).
• When testing a new market in a particular region.
• When working with very small budgets and need tighter focus.

The difference is doing it with intention, not out of fear.

Practical example in the wellness space

Imagine you want to launch an online meditation workshop to reduce stress.

• Scenario A: You use very detailed targeting → women aged 30–40, interested in yoga, mindfulness, meditation, living in 3 specific cities.
  
  
  • Result: Small audience, cost per registration = $8.
    
    
• Scenario B: You use broad targeting → men and women aged 25–55 across the country, with a general interest in wellness.
  
  
  • Result: Large audience, algorithm finds the most engaged people, cost per registration = $3.
    
    

The difference isn’t in your “magical segmentation skills”—it’s in giving the system room to work.

Signs your segmentation is working

How can you tell if your segmentation is set up properly? Look at these metrics:

• Audience size → ideally broad (hundreds of thousands minimum).
• Ad relevance → good CTR (click-through rate).
• Cost per result → if the cost decreases over time, you’re on the right track.
• Consistency → if numbers stay stable, you don’t need to micromanage.

The importance of testing and comparing

The best way to learn how to segment is to test different audience sizes.

I recommend:

1. Create one campaign with broad targeting (e.g., entire country, wide age range).
2. Create another with a slightly more specific targeting.
3. Invest the same budget in both and compare results after one or two weeks.

Most of the time, you’ll be surprised to see the broad audience perform better.

Mistakes to avoid

• Changing too soon → ads need time to exit the learning phase (at least 5–7 days).
• Being afraid of overspending → you can test with small but consistent budgets.
• Confusing reach with quality → more segmentation doesn’t always mean better leads.

Practical steps to apply this week

If you want to simplify your segmentation now:

• Review your current campaigns: are you using too many interests or exclusions?
• Create a new campaign with broad targeting.
• Use a clear ad message that naturally filters your ideal audience.
• Let it run at least a week before making decisions.
• Compare results and adjust based on data, not assumptions.

Conclusion: less is more in segmentation

In wellness campaigns, the obsession with over-segmentation may actually be holding back your growth. Today, algorithms have the power to find the right people—if you give them enough room and data.

Your job is to craft a clear message, an engaging ad, and a smooth registration process. Leave the rest to the system.

Because at the end of the day, in digital marketing as in life, less is more.