Meta Ads · Value Rules
Your Value Rules Cheat Sheet.
By Industry.
Adjust bids based on who's actually worth more to your business, not gut feel.
Who to prioritise
Ages 30–50, desktop users, decision-maker job titles, tech hub cities, interests related to the products
Check Desktop vs Mobile Trial Requests & Use Lookalike to the MQLs
Budget rule
Tech Hubs Locations
Mobile-only, Rural, non-related Age/Gender
Who to prioritise
Women 22–38, higher bidding on mobile users, lookalikes for high-AOV purchasers & engaged audiences
Use AOV not conversion count for the lookalikes
Budget rule
High-AOV buyer segment & Lookalikes
Non-Related Gender Or Age
Who to prioritise
Age 28–45, mobile users, repeat purchasers lookalikes, pet owner & pet brand interests
Use repeat buyers = 3–4× LTV for the custom audience
Budget rule
High AOV Customers Lookalikes & TOF Interests
Non-Related Age & Gender
Who to prioritise
Ages 35–55, qualified lead audiences (CRM-matched), high-value cities, Interests based on your business
Bid 90% LESS on the lookalike list to disqualified leads
Budget rule
Qualified Leads/Customers Lookalike
Disqualified Geo & Non-related Gender or Age
Who to prioritise
Ages 25–45, EMEA metro users, development, major educator interests, career-changers
Segment by intent: webinar attendees vs cold audiences
Budget rule
Customers & Qualified Leads Lookalikes
Disqualified Leads Audience
Who to prioritise
Women 18–45, beauty, skincare, brand names, online purchasers & lookalike of recent purchasers
Bid 90% less on men & ages 50+
Budget rule
Qualified Leads/Customers Lookalike
Disqualified Geo & Non-related Gender or Age
Who to prioritise
Women 25–50, wellness & mindfulness interests, local radius targeting, lookalike of existing clients
Bid 90% less on men, or age less than 25 & >=50
Budget rule
Qualified Leads/Customers Lookalike
Disqualified Geo & Non-related Gender or Age
Who to prioritise
Ages 30–65, past donors (CRM list) & their lookalikes, cause-related interest, environment & fair-trade interest
Bid 90% less on audiences with no prior giving signals or irrelevant cause interests
Budget rule
CRM donors & cause lookalikes
Age less than 30
Who to prioritise
Ages 30–60, homeowners, life-event triggers (new baby, home purchase), CRM-matched qualified leads
Bid 90% less on ages under 25, renters with no life-event signal, and low-value goods
Budget rule
Qualified leads & customer lookalikes
Disqualified geo & non-matching age