You start with behavior, not demographics. Look at who’s already searching for solutions like yours, who’s clicking your posts, who’s complaining about the exact problem you solve. That small group is your real audience. Everything else is just expensive guesswork.

A segment is realistic when you can clearly define their problem, their motivation, and the moment they decide to act. If you can’t describe their behavior, you can’t target them. Strong segments always come from measurable signals: search intent, engagement patterns, purchase history. If you can’t track it, you can’t optimize it.