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.

⚙️ SaaS Business
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
+30–50%
Mobile-only, Rural, non-related Age/Gender
−30%
👗 DTC Fashion eCommerce
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
+50%
Non-Related Gender Or Age
−90%
🐾 Pet eCommerce
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
+40–60%
Non-Related Age & Gender
−90%
🎯 B2B Lead Gen
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
+50%
Disqualified Geo & Non-related Gender or Age
−90%
📚 Online Education
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
+50%
Disqualified Leads Audience
−90%
💄 Cosmetics eCommerce
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
+50%
Disqualified Geo & Non-related Gender or Age
−90%
🧘 Yoga Coach
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
+50%
Disqualified Geo & Non-related Gender or Age
−90%
❤️ NGO Donations
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
+50%
Age less than 30
−70%
🛡️Insurance Companies
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
+50%
Disqualified geo & non-matching age
−90%
Pro Tips From Ema
☑ Begin with 10–20% budget increase at a time. Run for a full learning cycle (3-5 days) unless there's a huge fix needed.
☑ Don't forget to exclude recent purchasers from all campaigns, exclude all viewers or engagements from social media from the traffic campaigns to bring in fresh & new traffic.
Facebook Ads Tutor | How to start facebook advertising

Subscribe to more info like this!

Get early access to our expert tips!

Your email address is safe with us .We never share your information with anyone

All rights reserved @ Ema Abou. With ❤️ From Portugal