Targeting matters, but on Meta the creative does most of the work. People scroll fast, and your ad has a fraction of a second to feel relevant instead of ignorable.
Hook in the first frame
The opening image or second of video decides whether anyone sees the rest. Lead with the most striking, most relevant moment.
Look native, not 'an ad'
Creative that matches the feel of the feed gets watched; polished TV-style spots get skipped. Authentic beats glossy.
Test more than you tweak
Run several distinct concepts rather than endlessly refining one. The winner is usually a different idea, not a better button.
The takeaway
Win the first frame, blend into the feed, and let testing find the idea that works.