5 Signals You Need to Target New Customer Personas

One of the most common growth bottlenecks we see with Meta advertisers is that they’ve scaled a winning persona, but now they’re stuck.

Their best creative, best hook, and best offer all revolve around one core customer, and eventually, that customer pool dries up.

If you’re seeing performance stagnate despite creative testing, it might not be a creative issue.

It might be time to go horizontal, with new personas.

This is what our customer personas look like from our deep audience research we do for all our clients in the first week of working together: https://app.milanote.com/1UuuLM1RItrL2K?p=JzsNQ0U9ufO

Now, here are the 5 signals you need to consider when targeting a new customer persona:

1. Your CPA won't drop, no matter how many new hooks you test

You’ve tried everything. Pain points, offer tweaks, and even UGC from new creators.

But every test hits the same ceiling.

That’s usually a sign you’re targeting the same group over and over again.

2. Your comments and post-purchase surveys show new segments

Pay attention to the “unexpected” customers engaging with your brand.

Are moms buying a product you thought was for students? Are men tagging wives on ads that were written for women?

3. New customer % is dropping in your blended revenue

If returning customers make more and more of your revenue mix, it’s a red flag.

Growth stalls when you keep selling to the same group without adding new acquisition streams.

We created a system that delivers 30 unique video ads in just 30 days, specifically designed to improve Meta ad performance and scale e-commerce brands. Watch this video to see how we do it.

4. Your “hero” persona stops engaging

If your best-performing persona starts fatiguing (lower CTR, lower time on page, falling conversion rate), it’s likely not just a creative problem but a context problem.

You’re not reaching new people with fresh relevance.

5. LTV is rising, but CAC is getting worse

You might be going deeper into your best audience, but that often means you’re paying more to get what’s left.

Finding new buyers who convert at a reasonable CPA, even if their LTV starts lower, is a way to go.

So what do you do?

Persona expansion isn’t about guessing.

It’s about structuring creative sprints around real insights, comments, customer surveys, content gaps, and reviews.

You need to unlock new audiences, start with:

• A fresh messaging brief for the new persona

• Creator selection based on cultural fit

• Landing page tweaks for context

• Offer positioning that feels personal

At some point, every growth curve flattens, not because the ads got worse, but because the audience got saturated.

When that happens, the answer usually isn’t to push harder. It’s to look sideways.

New personas open new doors.

And often, the biggest unlock isn’t a new channel, it’s a new conversation with someone you weren’t speaking to before.

Something to keep in mind as you plan your next round of creative.

Looking for a creative partner to scale your business with performance-driven ads? Apply to work with us here.