Using competitor gender targeting to build more relevant creative and lift paid performance.

Challenge

The brand needed stronger paid performance, but its creative was still too broad to match how the most visible competitors were tailoring their message.

Insight

One competitor was not only targeting broad audiences, but also running separate male and female variants. That more specific targeting logic was tied to 27% better CTR and a healthier CPC trend.

Targeting by gender across visible ads

Both brands were targeting broad audiences, but Company B also split creative into male-only and female-only variants to personalize the message more aggressively.

Male-targeted example

A more masculine visual route built for a narrower audience instead of the same broad creative shown to everyone.

Design rooted in running heritage, delivering sleek style and elevated comfort.

Male-targeted

Female-targeted example

A separate visual route designed to feel more relevant for a female audience, instead of relying on one generic version.

Leaders of the Pack

Female-targeted

Result

The team adopted more audience-specific creative, lifted CTR by 27%, and improved CPC without relying on the same generic message for everyone.

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