The beauty of targeted ads is that they can focus directly on people who have already expressed an interest in that type of product or service. This can lead to a rise in conversion rates, even when the total amount of people who see the ad shrinks. You do not waste time and resources putting the ad in front of a lot of people who have no interest and would never make a purchase — no matter how good that ad is. Instead, you show it to those who really appreciate it and, often, you just have to convert them to your specific product.