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Meta value rules — bid more for people worth more (instead of restricting targeting)

How to use Meta's value rules (Advertising settings → value rules → rule set; bid +X% by age, gender, location, placement, device…) to feed information Meta can't see — repeat-purchase rate, lead-to-customer conversion, LTV — instead of hard age/gender/placement exclusions, and the common mistake of copying data Meta already has.

Updated 2026-10-24·6 sources·meta-adsvalue-rulestargetingbiddingltvlead-quality

Meta value rules

TL;DR

  • Value rules tell Meta that certain audiences, placements or conversion locations are worth more or less to you. Meta adjusts bids, for example +70% for age 35+, without restricting delivery.1
  • Use them only for information Meta can’t see (Ben Heath, Jon Loomer):
    • repeat purchases after the attribution window
    • lead-to-customer conversion rate
    • LTV differences between segments23
  • Mistake: building rules from where your purchases or leads already come from. Meta sees that and already targets those people.2
  • Use value rules instead of hard restrictions. Loomer’s list of fixes for proven problems: women buy but have lower LTV; 65+ subscribe but are low-quality leads; Audience Network sends cheap low-quality clicks. Restrict outright only for age-restricted products.45
  • Base the percentage on your own customer data, not guesses. If a segment is worth 60% more, bid +60%.16

Details

Setup (Ben’s walkthrough, Aug 2026):

  1. Go to Ads Manager → All tools → Advertising settings → Value rules → Create a rule set.
  2. Pick criteria: audience (age, gender, location), placement, device or conversion location.
  3. Set increase/decrease bid by X% and name the rule.
  4. At the ad set level, under Value rules, select the rule set. You can apply different rule sets per offer, campaign or ad set.17

Examples Ben gives:

  • 35+ converting from lead to customer at a higher rate
  • women buying twice as often as men
  • under-25s or a particular location with higher repeat-purchase rates
  • one group converting from call to client at a higher rate389

When. Ben places value rules in the $100K/month toolkit, because you need customer data to set them. Sophisticated advertisers “leave the rest of the targeting asset level alone and do it through this instead”.610 Loomer: they are rarely needed when optimising for a purchase, unless you have information Meta doesn’t. You are deliberately changing bids in the auction, so prove the problem with breakdowns first.511

Disagreements / caveats

  • How widely to use them. Ben is enthusiastic; Loomer is cautious and prefers proof first. Both reject hard demographic and placement exclusions as the default fix.
  • Value rules adjust bids, so they raise costs for the up-weighted segment. Check blended CPA and LTV afterwards.
  • The interface path is from mid-2026 screen recordings and may move.

See also

Footnotes

  1. Learn 97% of Meta Ads in Under 29 Minutes @ 08:44 — Ben Heath ↩ ↩2 ↩3

  2. Learn 97% of Meta Ads in Under 29 Minutes @ 10:16 — Ben Heath ↩ ↩2

  3. Use this Facebook Ads set up, you'll thank me later! @ 13:37 — Ben Heath ↩ ↩2

  4. The Mistakes I See in Almost Every Ad Account @ 04:49 — Jon Loomer ↩

  5. The Foundational Elements of Meta Advertising Today @ 02:21 — Jon Loomer ↩ ↩2

  6. $100 vs $100,000 Facebook Ads Strategy @ 05:08 — Ben Heath ↩ ↩2

  7. Learn 97% of Meta Ads in Under 29 Minutes @ 10:16 — Ben Heath ↩

  8. Learn 97% of Meta Ads in Under 29 Minutes @ 07:37 — Ben Heath ↩

  9. $100 vs $100,000 Facebook Ads Strategy @ 05:08 — Ben Heath ↩

  10. Learn 97% of Meta Ads in Under 29 Minutes @ 11:09 — Ben Heath ↩

  11. A Simple, Volume-Focused Ad Strategy @ 03:23 — Jon Loomer ↩