Try selling pet food to someone who has no pets.
No matter how good your ad copy is, or how great of a salesperson you are, you can never get them to buy.
But if you meet a pet owner who is actively looking for food alternatives for their pet, then you’re in business.
Even if your ad copy & images are not the best, the pet owner is still very likely to consider buying from you simply because they are looking for a solution to their problem.
That’s how vital your audience definition is.
Creating Facebook ads for your business & showing those ads to the wrong audience is exactly like selling dog food to someone who has no dogs.