Hmm a couple of thoughts here:
First thing, you can't directly target by net worth or income on Meta anymore. They removed most of those detailed financial targeting options a while back. So anyone telling you there's a magic 'high net worth' button is talking nonsense. You have to use proxies for wealth.
It's about thinking what behaviours and interests are unique to this group, not just what's aspirational. Targeting 'Luxury Goods' is a waste of money; you'll just get people who wish they could afford it. You need to be more specific.
- Layering is your friend: Start with a tight location target on Portsmouth, maybe a 10-15 mile radius. Then, start layering interests. I'd test these separately to see what works.
- Specific Interests: Instead of 'First Class Travel', try the behaviour 'Frequent International Travellers'. Instead of 'Luxury Cars', target specific brands like Aston Martin or Porsche. Think about niche, expensive hobbies prevalent in that area - sailing clubs, specific golf clubs, polo. Target followers of publications like the Financial Times or The Economist, not just Forbes.
- Postcodes: This is probably your most powerful tool for local targeting. Identify the most expensive postcodes in and around Portsmouth and target them directly. A quick Google search will give you a list. Your ad spend is better used targeting a few thousand people in the right area than 100,000 people across the city.
Your ad creative and offer also has to match. If your ad looks cheap, it doesn't matter who you target; they won't respond. You're selling a premium product or service, and it needs to look and feel like it. I remember one campaign we worked on for a luxury brand launch where we generated over 10 million views on Meta Ads. The success wasn't just from the high-end creative, but from combining it with hyper-specific targeting, proving that both elements are crucial. The message has to speak to their specific problems, not just be a generic advert.
I'd definitely focus on getting the postcodes right first. Hope that helps!
