Well personally I would say that's a 25% reach, that's pretty good! I guess you just need to cater to that targeted audience and then figure out a way to reach the other 75% as well.

I agree. I also believe in combining a few different tactics to cater these different segments. Let say, for the ladies: use keyword/keypharse SEM campaign that these ladies will likely use. Then for the remaining 75%, not only use a SEM campaign but do microtargeting and try different ways (and optmizing every so often) like reaching them through facebook ad.