Meta just removed a key targeting feature. Are you ready for what’s next?
- lsokalskaca
- May 20
- 2 min read
Updated: May 26
By ROIgenix | May 2025
After 10 years in marketing, I’ve seen platforms evolve, shift, and sometimes throw curveballs. Meta just did exactly that.
As of March 31, 2025, detailed targeting exclusions are no longer available in new ad sets on Facebook and Instagram.
That means:You can’t say, “show my ad to people interested in fitness, but exclude those already following Peloton.”Or “target people interested in business, but not entrepreneurship. That option - gone.
It’s a big change, especially if you’re used to laser-focused audience building.
So what does this mean for your business?
You can’t exclude interests in new campaigns. That’s right — your targeting just got a little broader.
Existing campaigns created before March 31 still run, but you can’t duplicate or build new ones with those exclusions.
Only exceptions left: brand protection and employment-based exclusions.
What you CAN still do:
Use geo-targeting smartly - down to specific postal codes or 1-mile radiuses.
Leverage custom audiences from website visitors, email lists, or video views.
Create lookalikes based on your best-performing leads or past customers.
Get creative - now more than ever, the message, visuals, and offer must speak to the right people even if targeting can’t filter them for you.
As someone who built campaigns when you had to cold-call leads off a printed list, trust me: change isn’t the enemy. It’s an invitation to get sharper, more intentional, and more human.
And here’s the real question:
Is your marketing team aware of this change? Do your ads rely on exclusions that are no longer working? Is your strategy still fit for this new Meta landscape?
At ROIgenix, we help brands audit their current Meta strategy, adjust ad sets, and rebuild targeting to reflect the new rules. If you're not sure your setup is still effective — we’ll tell you straight.
Contact us us to review your campaigns before your budget goes to waste.
Let’s make the shift work for you - not against you.
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