When Every Country Isn’t Equal: Value Rules in Meta Ads

Don’t get me wrong, I’m all for equality!

And yet when I target tier 1 and 2 countries, the vast majority of my advertising budget goes to Brazil and Mexico.

That’s not equality, it’s a bramexitocracy! (it’s a word, look it up)

Historically my solution was to devote a separate ad group to Brazil and Mexico, with a fixed budget.

As of July 2025, that’s no longer necessary, thanks to a handy new feature called Value Rules.

Value Rules are a way to tell Meta that while all people are equal, some are more equal than others.

Orwell aside, it’s a way to signal that certain customer segments provide more or less value to your business.

Take jewelers, for example. A man might buy an engagement ring once. A woman might see an ad and become a customer for life.

And so with Value Rules, you can say you’re willing to bid, say, 25% more to put your ad in front of a woman.

Of course, it’s not just gender you can select for:

If you’re willing to pay more to reach 25-34 year-old males running iOS in Helsinki on Instagram Reels, you can do that.

We’ve always been able to target just those folks. Now we can say how much more or less we’re willing to pay to reach a subset of our target audience.

You’ll find Value Rules under Advertising Settings in the left sidebar:

Here’s my first of four rules:

And here’s my entire rule set:

I want a lot less Brazil, Mexico, and Malaysia, less Spain and Portugal, a little less France, Italy, and Poland, and a little more United States.

And here are the results for my Vocal Synthwave Retrowave playlist campaign for the past week and a half:

It’s reasonably balanced, but I’d be happy with more Mexico and Brazil, so today I adjusted my bid decrease from 65% to 40%.

Oh my, look at how cheap those conversions are! $0.07 and $0.12 respectively.

I tried dialing in my audience further by favoring ages 25-44, but it seriously threw off the country balance.

So for now I’m sticking with just country weights!

For the record, Google Ads has had this feature forever:

Just go to Locations and click the pencil icon under “Bid adj.” to set a per-country bid adjustment.

But that’s for another post!

Have you tried Value Rules? Any pointers? Share your thoughts and strategies in the comments!