It’s easy to boost a post on Facebook to everyone, but to get the best engagement and results for your ads, you want to narrow your focus and target your best prospects. Don’t try to be everywhere or target everyone. That leads to wasted budget and less effective and relevant ads. Go where your customers are most active or where you’ve built up some engagement. This will depend on your objective and target. For example, younger people may be on Instagram, but their parents are on Facebook.