# 216: How Meta Ads Actually Target Now with Krista Karpan

Page: https://stenobird.com/podcast/commerce-untold-6726169/216-how-meta-ads-actually-target-now-with-krista-karpan
Text version: https://stenobird.com/podcast/commerce-untold-6726169/216-how-meta-ads-actually-target-now-with-krista-karpan.md
Podcast: [Commerce Untold](https://stenobird.com/podcast/commerce-untold-6726169)
Published: 2026-08-14T12:00:00+00:00
Episode link: https://expanio.com/test-v1/how-meta-ads-actually-target-now
Audio file: https://episodes.captivate.fm/episode/9b43e7ae-ebb6-4c75-880f-7c52801f84ea.mp3
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JSON: https://stenobird.com/v1/public/podcasts/commerce-untold-6726169/episodes/216-how-meta-ads-actually-target-now-with-krista-karpan
Duration seconds: 1878

## Resource

Krista Karpan is the CEO and Co-Founder of Milked Media, a performance marketing agency that has spent nearly a decade helping ecommerce brands scale through paid media, creative strategy, and retention marketing. This episode tackles a shift few marketers have caught up to. Interest based targeting on Meta no longer works, and creative has become the real lever for reaching the right audience. Krista walks through how her agency structures Meta and Google campaigns for new and scaling brands, the metrics that actually indicate a winning ad, and why static images still outperform video in categories like fashion. She also breaks down attribution overlap, marketing efficiency ratio, and the supporting systems, from social proof to email nurture, that determine whether paid traffic ever converts. For founders and marketers relying on ad platforms to carry the business alone, this conversation is a reset on what actually drives profitable growth in 2026. Website: https://expanio.com/ Podcast website: https://expanio.com/commerce-untold-podcast/ Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/ YouTube: https://www.youtube.com/@CommerceUntold Guest: Krista Karpan, CEO and Co-Founder, Milked Media Krista Karpan's LinkedIn: https://www.linkedin.com/in/kristakarpan/ Milked Media: https://www.milkedmedia.com/ Key Takeaways: • Interest-based targeting on Meta no longer works; creative and messaging now determine who sees your ad • Static images still outperform video in categories like fashion, despite the industry's obsession with video content • A brand's Facebook and Instagram profile functions as a landing page and can cost a sale before a visitor ever reaches the website • Marketing efficiency ratio (spend divided by revenue) cuts through inflated platform-re…

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## Transcript

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