If you're running Facebook or Instagram ads for your business, big changes are here.
Starting June 23, 2025, Meta (formerly Facebook) updated its detailed targeting options—and if you hadn't been monitoring your Meta Business Suite, your campaigns could be taking a hit.
Here's what local business owners, marketers, and ad managers across Clayton, Johnston County, and surrounding NC communities need to know:
📌 What's Changed with Detailed Targeting?
June 23, 2025, Meta began consolidating certain detailed targeting interests. That means:
- Interests like individual sports, music genres, car models, or food types will be grouped together
- Your previous narrow targeting selections may no longer be available. Annoying, we know.
Example:
If you previously targeted "Jazz Music" or "SUV Enthusiasts," those may now fall under broader categories like "Music Lovers" or "Car Buyers."
🧠 Why it matters: You'll need to review and adjust your campaigns to avoid disruptions—especially with 2026 right around the corner. Why the emphasis on 2026? Keep reading...
⚠️ What Happens to Current Campaigns?
- Campaigns created before June 23 can continue running until January 15, 2026
- After that date, they'll stop delivering if they're still using the now-deprecated targeting options
- Meta will show warning banners in Ads Manager for affected campaigns and saved audience
- You'll be guided to either remove or replace the outdated options with updated alternatives.
ICYMI: 🚫 Meta Also Removed Detailed Targeting Exclusions
Another major change: Meta phased out the use of detailed targeting exclusions (commonly used to prevent showing ads to specific demographics).
When it occurred:
- March 31, 2025 – Removed from Ads Manager
- June 10, 2025 – Removed from Facebook & Instagram Boosted Posts
Key Points:
- You cannot use detailed targeting exclusions in new ad sets
- You cannot edit or duplicate saved audiences that still include exclusions
- Affected ad sets will trigger warning messages in Ads Manager
📉 Meta claims that advertisers who don't use exclusions see 22.6% lower cost per conversion, so this change may actually help performance in the long run.
✅ What You Can Still Use
Don't worry—Meta isn't taking all your tools away. You can still use:
- Custom audience exclusions
- Audience controls for brand protection or employment-related restrictions
- Advantage+ Detailed Targeting, which remains fully functional and unaffected
🧭 What to Do Now
If you're actively running Facebook ads:
- Open Meta Ads Manager
- Look for warning banners at the top of your campaign dashboard
- Click "See affected ad sets"
- Edit targeting settings and remove exclusions or deprecated interests
- Re-publish your updated campaigns
Need Help Adjusting Your Ads?
Navigating ad platform changes can be overwhelming—especially when you're focused on running your business. If you're a small business in Clayton, Johnston County, or throughout North Carolina, our team at TMS Digital is here to help.
We'll audit your existing campaigns, update targeting, and ensure your ads keep running smoothly—and effectively.
📞 Call us today at (919) 553-9042
🌐 Schedule online at www.tmsdigi.com/book-now
📧 Email: info@tmsdigi.com
TMS Digital – Serving North Carolina businesses with smart, simplified digital marketing solutions.