This should be the year to embrace the power of targeted advertising and segmented ad campaigns. Although these strategies have existed for a while now, the powerful combination isn’t widespread.

Segment your targets into leads, current customers, and previous customers. Create Lookalike Audiences (Facebook/LinkedIn/AdWords, etc) off of the combined list for a fourth segment. Now, create four different ad campaigns (complete with their own headlines, graphics, and landing pages) speaking directly to each of those segments.