who are they targeting
Many decades ago when I was in Marketing class in Business School, they taught us how the “big boys” did it.
They did not have one target.
What they did was try a variety of different ads in different markets to see how it affected sales volume for time (say for six months or so).
Then they could rate the ads based on how they affected sales and go with the ones that drove the most increased sales.
It worked a lot better than marketing “experts” trying to guess at the target market and the ads that worked.