You need to adjust your audience. Define who your target/ideal client is and use that to create an audience. Also, I find social media ads are best for those random products they only sell through ads and anyone posting offers. Anything else is going to be a touch point as part of your marketing funnel. With a few outliers of course. I don’t rely on fb ads as an end-all, be-all for PPC. Google is a much better place to put those marketing dollars in my opinion. The leads are already qualifying themselves by showing an interest and performing a search. If you’re using hashtags on your instagram ads try not to. Also try to focus on retargeting if possible. You make the most out of your ad spend that way, in my opinion.

All of this depends on your industry but this is what I find works best for most of my clients.