I kind of love this idea:

How to transform your Google Ads headlines with anti-audiences

> To define your anti-audience, think about who’s least likely to say “yes” to your offer: > > - Who doesn’t resonate with your unique selling points?
> - Who clicks your ads but doesn’t become a lead or make a purchase?
> - Who fills out a form but never follows through to become a client or customer?

Your brand can’t be for everyone.
Which means it’s actively not for some.
Lean into that.