Most Brands Are Wasting Meta Budget on the Wrong Audience

Think your Meta Ads are driving new customers? Think again.

In this episode of What’s Hot in Digital, James is joined by WHD’s Senior Paid Social Specialist, Thom Riley, to break down one of the most common issues we uncover when auditing ad accounts: budgets being quietly burned on existing customers instead of acquiring new ones.

We’ll walk through the strategies we use to reduce wasted spend, take back control of your targeting, and scale new customer acquisition profitably.

Here’s what we cover:
• How to properly exclude existing customers using Klaviyo and Shopify
• Why A+SC campaigns are often over-reporting performance
• Where to set audience rules inside Meta’s backend (and what to avoid)
• How to read the “New vs Existing Customer” breakdown in Ads Manager
• What to expect when shifting to cold audiences — and how to structure for success

If you’re serious about growing your customer base and scaling with Meta Ads, this is a must-watch.

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Want to stop wasting budget on warm traffic and finally scale cold acquisition?
WHD builds paid social strategies that drive real growth — not just inflated ROAS.
Visit https://whd.au to talk strategy.

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Hosted by James Walker – Managing Director at WHD
Guest: Thom Riley – Senior Paid Social Specialist at WHD