Check the adset level of the campaign
Meta likes targeting bigger audiences.
This of Meta as a pattern recognizing machine.
The more data it has, the better it can recognize patterns.
For example, let's play a game when it comes to guessing patters:
1, x, x?
1, 2, x?
1, 2, 4, x?
The more data you have the better you can predict the pattern.
Meta does the same thing.
If you tell Meta, find me people that you think would be interested in my business out of this small group of people, it won't be so good at guessing because it doesn't have so much data.
The more people it can target, the better it will be at finding the right people.
Most times, the the bigger the audience size you can target the better the results you will get.
With that said, you don't want to limits Meta's algorithm by narrowing down the audience size.
What this means for businesses in smaller towns is that you want to try and target a larger radius, so that you can increase the audience size that you're targeting.
We have some clients that are in really rural towns who are targeting 50 miles around their business in order to expand their audience size. Most importantly thought it is because people are willing to drive that much.