Forgetting to exclude the people you don't want
New to targeting? Beginners obsess over who to include and forget the other half: who to exclude. So you keep paying to reach current customers, your own employees, and people who already became leads.
That's budget spent on folks who can't move you forward — and it annoys customers who see ads for something they already bought.
The fix: in the audience step, add exclusions. Exclude your customer list, exclude existing leads (upload them), and exclude your own company. Many platforms call this a suppression list.
Think of it like a guest list — just as important is the "do not invite" column.
Why it matters: every excluded waste-click frees money for a real prospect.
Next step: add one exclusion — your current customers — to a live campaign.
B2B Lever
@B2BLever