How Facebook Ads Use Layered Exclusion to Eliminate Waste

In this episode, Lucas and Luna explore how Facebook advertisers can layer multiple exclusion criteria—from past purchasers and engaged users to lookalike seed audiences—to dramatically reduce ad spend waste. They walk through a concrete example: a DTC skincare brand that cut its cost per acquisition by 22% in Q2 2026 by excluding existing customers, recent converters, and users who had already seen a high-frequency retargeting sequence. The conversation also covers exclusion list maintenance, audience overlap pitfalls, and how server-side events make post-purchase exclusions more precise post-iOS 14. A must-listen for any paid-social manager tired of burning budget on people who will never convert. #FacebookAds #MetaMarketing #AudienceTargeting #AdWaste #ExclusionSegments #CostPerAcquisition #DPASkincare #ServerSideEvents #iOS14 #Retargeting #FrequencyCaps #LookalikeAudiences #PaidSocial #MarketingEfficiency #ConversionOptimization #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo