COVID-19 ResourcesCOVID-19 Resources: We’re here to help your business through the coronavirus outbreak. Learn more
Facebook for Business

Ad Targeting

Help your ads find the people who will love your business.

Reach everyone, or just a few.

Facebook will automatically show your ads to people who are most likely to find your ads relevant. You can further target your ad delivery with three audience selection tools.

Core AudiencesDefine an audience based on criteria like age, interests, geography and more.

Custom AudiencesGet back in touch with people who have engaged with your business, online or off.

Lookalike AudiencesReach new people whose interests are similar to those of your best customers.

Core Audiences

Define your audience for smarter ad targeting.

With Core Audiences, you set the rules for where your ads are delivered. Adjust your target audience to be as broad or well-defined as you like, based on the following criteria.


Advertise in the cities, communities and countries where you want to do business.


Choose your audience based on age, gender, education, job title and more. You can keep track of the types of people your ads are reaching, but Facebook will never share personally-identifiable information about them.


Add interests and hobbies of the people you want your ad to reach—from organic food to action movies—and make your targeted ads more relevant.


Target your ads based on consumer behaviors such as prior purchases and device usage.


Choose to include people who are connected to your Facebook Page or event, or exclude them to find new audiences.

Not sure where to start?

Explore the demographics, interests and behaviors of people on Facebook and people connected to your Page with Audience Insights. You can even save an audience you create and use it in Ads Manager.

Custom Audiences

Get in touch with people who already know your business.

Custom Audiences allow you to connect with people who have already shown interest in your business, whether they’re loyal customers or people who have used your app or visited your website.

Contact lists

Connect with your customers and contacts on Facebook using information from your CRM system or email lists. You can even use information you collect in-store for online retargeting.

Site visitors

Set up the Facebook pixel to automatically create a Custom Audience of people who visit your site or take certain actions there. With the pixel, you’ll be able to show people targeted ads for items they've previously viewed on your website.

App users

If you’re a developer, install the Facebook SDK to create more relevant ads that drive people to take in-app actions like returning to a game, viewing an item or making a purchase.

Looking for insights?

Explore Facebook IQ to find insights about attitudes and behaviors of the people who are important to your business.

Facebook IQ
Lookalike Audiences

Reach new people who are similar to your current customers.

Lookalike Audiences are a fast and effective way to connect with people likely to respond to your ads. All you need to do is create a source audience of people you know. Your ads will then reach people with common interests and traits.

Example of how Audience Insights helps to learn more on your audience

Start with a free course.

Find more information about Lookalike Audiences in a lesson from Facebook Blueprint.

Get help from a Facebook Marketing Partner.

Whether you're a small business or an established enterprise, you can find a Facebook Marketing Partner to help you find the right audience for your business, and much more. Find a partner who's ready to help you today.

Was this page helpful?