How to Target the Right Customers

One of the biggest reasons small businesses waste ad dollars is simple:
👉 They try to reach everyone.

But here’s the truth: you don’t need everyone.
You just need the right people — the ones who actually want what you’re offering and are ready to buy, visit, or book.

Whether you’re running ads on Google Ads or promoting through social media, targeting the right customers is like turning on a light in a dark room — everything suddenly becomes clearer and more efficient.

Let’s break it down in plain language.

1. Start With Who You Actually Serve

Before diving into any ad settings, ask yourself:
✨ “Who am I trying to reach?”

Here are a few simple ways to define that:

• 🏡 Where do they live or shop? (zip codes, neighborhoods, nearby towns)

• 👩 Who are they? (parents, young professionals, families, retirees, etc.)

• 🛍️ What are they looking for? (a haircut, kids’ clothes, cupcakes, tutoring, etc.)

• ⏰ When are they most likely to need your product or service?

💡 Example: If you run a kids’ resale shop, your main audience might be parents with young children living within 10–15 miles of your store. That’s a clear, focused target — and way more effective than trying to reach everyone in the state.

2. Get Specific With Location Targeting

One of the easiest ways to stop wasting money is to only show your ads where your real customers are.

👉 Instead of targeting the whole city, try:

• A radius around your store (e.g., 10 miles)

• Specific zip codes where your customers live

• Excluding areas too far for people to realistically visit

✨ Think of it like handing out flyers. Would you give them to people 2 hours away? Probably not. Do the same with your ads — keep it close and focused.

3. Use Keywords That Match Real Intent

If you’re running search ads, the words you choose matter. A lot.

👉 Think like your customer. What would they type into Google?

• Instead of: “shop” → try “kids consignment shop near me”

• Instead of: “salon” → try “women’s haircut near me”

• Instead of: “food” → try “cupcakes in Sterling Heights”

💡 These kinds of specific, high-intent keywords bring in people who are already looking for what you sell — which means better clicks and better results.

4. Filter Out the Wrong Crowd With Negative Keywords

Targeting isn’t just about who you want to reach — it’s also about who you don’t want to reach.

🛑 That’s where negative keywords come in.

✨ Examples:

• A cupcake shop might exclude “wholesale” or “wedding catering.”

• A kids’ resale store might exclude “jobs” or “wholesale suppliers.”

• A salon might exclude “free” or “DIY.”

This tells Google:

“Don’t waste my ad budget on people who aren’t actually going to buy.”

5. Speak Their Language

Targeting isn’t just about settings and zip codes — it’s also about how you talk to your audience.

👉 When your ad copy uses familiar language, it creates connection.
For example:

• Instead of “Secondhand clothing,” try “Gently loved kids’ clothes your family will love.”

• Instead of “Discount baked goods,” try “Fresh cupcakes for after-school treats.”

People connect with messaging that sounds like you understand them. That’s how local businesses win.

6. Keep Testing and Adjusting

Even with the best targeting, it takes a little fine-tuning.

👉 Check your results every week:

• Which areas bring in the most calls or visits?

• Which keywords get clicks (and which don’t)?

• Who’s actually buying or showing up?

Then slowly shift your budget toward what works — and away from what doesn’t. Targeting is not “set it and forget it.” It’s more like learning what your neighbors love and adjusting your offer over time.

Final Thought: Target Fewer People, Serve Them Better

You don’t need to reach everyone.
You need to reach:

• The people who care

• The people nearby

• The people ready to take action

🎯 When you target the right customers, your ads work harder, your budget goes further, and your marketing feels a lot less stressful.

Need Help Targeting the Right People?

At Bindi & Blazers Media, we help small businesses stop wasting ad dollars and start reaching the people who actually walk through the door.

✨ Whether you want a simple DIY strategy or full campaign management, we’ll help you:

• Define your ideal audience

• Set up smart targeting

• Build campaigns that actually convert

👉 Let’s build your targeting strategy — and turn your local customers into loyal fans.