Let’s cut the fluff—if your Facebook Lead Ads aren’t targeting the right audience, you’re throwing money into Facebook’s bottomless ad pit. And if you’re not retargeting, you’re basically waving goodbye to hot leads who were this close to converting.
It’s time to stop wasting your budget and start getting strategic. With 2.9 billion active users on Facebook, your ideal customers are out there. The challenge? Zeroing in on them with precision and keeping your brand top of mind until they take action.
In this guide, we’ll break down the best practices for Facebook Lead Ads targeting and retargeting so you can reach the right people, at the right time, with the right message. Let’s turn those clicks into conversions and scale your business like never before.
Why Targeting and Retargeting Are Key for Facebook Lead Ads
Imagine trying to sell luxury watches to teenagers or pitching dog food to cat owners. Sounds ridiculous, right? That’s exactly what happens when your targeting is off.
Effective targeting ensures your ads are shown to people who are most likely to engage with your brand, while retargeting gives you a second (and third) chance to convert those who didn’t act the first time. Together, these strategies form the backbone of a high-performing Facebook Lead Ads campaign.
Best Practices for Facebook Lead Ads Targeting
1. Define Your Ideal Customer
Before you even touch Facebook’s targeting options, you need to know who you’re trying to reach. Ask yourself:
- Who is my ideal customer?
- What are their pain points?
- What motivates them to take action?
Create detailed buyer personas, including demographics, interests, and behaviours. For example, if you’re selling premium fitness equipment, your persona might be:
- Age: 25-45
- Interests: Fitness, home gym setups, weightlifting
- Behaviours: Recent online shoppers, engaged with fitness pages
The more specific you get, the better your targeting will perform.
2. Leverage Facebook’s Interest and Behaviour Targeting
Facebook’s targeting capabilities are second to none. Use them to narrow down your audience based on:
- Interests: Hobbies, brands, or activities your audience cares about.
- Behaviours: Recent purchase activity, device usage, or travel habits.
- Demographics: Age, gender, income level, education, job title.
Pro Tip: Combine multiple targeting options for laser-focused campaigns. For example, target “25-40-year-old parents” who are “interested in yoga” and “shop online.”
3. Use Lookalike Audiences
Lookalike Audiences are a goldmine for finding high-quality leads. These are audiences that “look like” your existing customers or high-intent prospects.
To create a Lookalike Audience:
- Upload a list of your best customers or use data from your Facebook pixel.
- Facebook will identify common traits and build an audience that shares similar characteristics.
Pro Tip: Start with a 1% Lookalike Audience (most similar) and gradually expand to 2-3% if you need a larger audience.
4. Exclude Irrelevant Audiences
Not every lead is a good lead. Use exclusions to filter out people who are unlikely to convert. For example:
- Exclude people who have already purchased your product.
- Exclude job seekers if you’re running B2B campaigns.
This ensures your budget is spent on attracting new, qualified leads.
5. Test and Refine Your Targeting
Targeting isn’t a “set it and forget it” situation. Run A/B tests to experiment with different audience segments, interests, and behaviours.
For example:
- Test a broad audience vs. a narrowly defined audience.
- Test different combinations of interests to see which performs better.
Use Facebook Ads Manager to track metrics like Cost Per Lead (CPL) and adjust your targeting accordingly.
Best Practices for Facebook Lead Ads Retargeting
1. Set Up a Facebook Pixel
The Facebook pixel is your secret weapon for retargeting. It tracks user behaviour on your website and allows you to retarget those users with precision.
Use the pixel to:
- Retarget users who visited specific pages (e.g., product pages, pricing pages).
- Create Custom Audiences of people who added items to their cart but didn’t check out.
2. Segment Your Retargeting Audiences
Not all retargeting audiences are created equal. Segment your audiences based on their level of intent, such as:
- High Intent: Users who added to cart but didn’t purchase.
- Medium Intent: Users who visited your website but didn’t take action.
- Low Intent: Users who engaged with your Facebook ad but didn’t click through.
Tailor your messaging to each segment. For example:
- High Intent: “Still thinking about [Product]? Order now and get 10% off!”
- Medium Intent: “Discover why [Product] is perfect for you. Check out our reviews!”
3. Use Dynamic Ads for Retargeting
Dynamic Ads automatically show users the exact products they viewed on your website. These ads are perfect for eCommerce brands looking to recover abandoned carts.
Pro Tip: Add urgency to your dynamic ads with phrases like:
- “Limited stock available—order now!”
- “Your cart is waiting—but not for long!”
4. Retarget Video Viewers
If you’re running video ads, retarget users who watched a significant portion of your video (e.g., 50-75%). These viewers are already familiar with your brand, making them more likely to convert.
5. Cap Your Retargeting Frequency
Nobody likes to feel stalked. Set frequency caps to avoid bombarding users with the same ad over and over. A good rule of thumb is to show retargeting ads no more than 2-3 times per week.
Real-Life Success Story: Retargeting Done Right
At FoundUB4, we helped a high-end restaurant boost bookings by 300% with a retargeting strategy that focused on visitors who abandoned the reservation page.
Here’s how we did it:
- Used the Facebook pixel to track page visitors.
- Created retargeting ads that highlighted the restaurant’s unique dining experience.
- Added urgency with limited-time offers like “Book today and get a free dessert!”
The result? A 5x return on ad spend (ROAS) and consistently packed tables.
FAQs
Q1: What is the best audience size for Facebook Lead Ads targeting?
The ideal audience size depends on your budget and campaign goals. For smaller campaigns, aim for an audience of 500,000–1 million people.
Q2: How often should I update my retargeting audience?
Update your retargeting audience every 30 days to ensure you’re targeting fresh prospects and excluding converted leads.
Q3: Can I retarget users who engaged with my Facebook page?
Yes! Create a Custom Audience of users who liked, commented on, or shared your posts.
Q4: What’s the difference between Custom Audiences and Lookalike Audiences?
Custom Audiences are based on your existing data (e.g., website visitors, email lists), while Lookalike Audiences are new audiences that resemble your Custom Audience.
Q5: How long should I run a retargeting campaign?
Run retargeting campaigns for 7-14 days to maintain urgency without overwhelming your audience.
Final Thoughts
Mastering Facebook Lead Ads targeting and retargeting is the key to unlocking higher conversions and maximising your ROI. By leveraging Facebook’s advanced tools, refining your audience, and staying consistent with retargeting, you’ll turn casual scrollers into loyal customers.
Ready to see your Facebook Ads thrive? Let FoundUB4 help you craft a data-driven strategy that delivers real results.
Stop wasting money on ads that don’t convert. Start targeting smarter and retargeting better today!
