The RIGHT Way To Do Facebook Targeting For Local Businesses

Facebook Ads targeting for local businesses is very different to national or international businesses.
Significantly smaller population sizes within your target area, mean that you need to select different targeting options for your Facebook and Instagram ad campaigns.
That's why I've created this video, where I walk you through the best local Facebook targeting strategies.
And I cover a number of local targeting mistakes Facebook advertisers and Instagram advertisers make.
#localfacebookads #facebooktargeting
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You can find out more about our services and book a free 30-minute strategy session with us here: heathmedia.co.uk/done-for-you/
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Interested in having one of our Facebook ad account managers look at your ad campaigns and make real time recommendations to help you get better results?
Or answer any questions you have about Facebook & Instagram advertising?
You can book a session here: heathmediaco.uk/facebook-ads-...
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[@TejoshmoyDutta]

this free video was more knowledgeable and fundamentally better than the courses I bought, dyamn. Great stuff as usual. You are a saviour.

[@DavidMaurice-wt2hl]

Thank you very much for this priceless information!

[@marexibinsa2915]

Great video! Some key points were highlighted that I hadn't heard anyone else discuss. Thank you!

[@suhailballim4159]

Great stuff, Thank You!

[@dominykasraudonikis]

I really enjoy your KZbin channel, what tremendous value you provdide. Great job! One question for you though. I have an ad set budget, to really track which ad sets (cold) performs the best. Is it a good idea to have a second campaign for the retargeting audiences? Which is the best way for this situation for a service based business?

[@McginnesAlanaAnn]

Thank for this information great video as always

[@pranaysawarkar5953]

We can use pincode targeting as well. But it depends on the need of business

[@VRbible]

Thank you very much for this priceless information! I've been struggling with facebook ads but you've taught me a few valuable tricks.

[@BenHeath]

Glad to hear it :)

[@LadnerTylerHoltTylerHolt]

Thanks for the video!

[@melissamelini7026]

Have you encountered Facebooks new release stating you can no longer target people living in an area? They have removed the option to select that and defaulted to living in or recently in an area. How do you suggest this be addressed for local businesses, specially in highly touristic areas?

[@digitalstoic1]

It really sucks, Idk if they are trying to get better results for advertisers or just playing around with things.

[@GylesBaldwin]

Thanks for the video! Loved it very much!

[@BenHeath]

Glad you enjoyed it :)

[@kansascityonline]

Thanks Ben.. Your videos have really helped me. In fact I have followed you step by step - literally. We are local with small population.. Basically in the country.. I am now testing open targeting on this new campaign to see how it goes. One thing is in your videos and choosing 'leads' you usually mention website. Maybe in a new video talk about using Messenger. I say this because our first ad we did a complete open broadcast and got tons of leads to the site and no results. I saw you mention this once but I have watched a lot of your videos and cant remember which one it was. This time I am using 1 video and 1 image in my ads to see which does best and keeping them on FB by using messenger. This leads to the next question, which would be best to use messenger or forms for better leads... Thanks kindly!..

[@thaitravelstore]

Super helpful, as always! Thank you Ben 🙏

[@BenHeath]

My pleasure :)

[@brendalizalvarado106]

Very helpful! Thank you so much! ❤

[@BenHeath]

Glad it was helpful :)

[@antoniomillandsantiago3568]

Hey Ben, who is doing our video editing? It looks amazing!

[@shiningeyes6314]

Thank you so much Sir 🔥

[@WeddingLiveSydney]

Hi Ben, thanks for this great video, just an out of context question, how did you create the links in the video description -> Watch Next section, they have youtube logo on them, thanks again

[@kubaw5436]

Hi Ben, I’m getting started with Facebook ads and have you got any videos covering the conversions API compared to the meta pixel because I don’t really get the difference between them the explanation given by meta is very vague, Thanks!

[@Kimtogo08]

Thanks for sharing! ❤

[@BenHeath]

Thanks for watching!

[@antoniobento7538]

Hi Ben, thank you for your video. Is there a way to have a small radius (5mi) for a real estate local business? Thank you

[@user-bi1eh2tv3k]

Hi Ben. great video. I saw down in the comments that you recommend 1 campaign --> 5 ad sets --> 1 ad pr ad set. Question 1: Are you still using the same ad across all the ad sets? Question 2: Are you adjusting the messaging to the different ad sets and still using the same creative? Question 3: Why not use 3-5 different ads in all the ad sets like you recommend in other videos? PS: Maybe create a video around messaging with different targeting options? Thanks broheem!

[@RicherPodcast]

Absolute legend, would love to see how to target for online ecom businesses

[@BenHeath]

It’s on the to-do list :)

[@dhoang75]

Hello Ben, I love your vids, they actually help me get leads. Thank you for your awesome guides. I have a local business, a spa/beauty salon, in a city where each year from Oct - Feb there is a specific ethnic tourists come to my city to visit their families, and these ethnic tourists spend quite a bit of money on my services. I'd like to target these potential customers from overseas, where they come from, where they live. Is it a good idea to run a low-cost campaign Awareness in those cities where they come from, and get the Engagement to my Facebook page (point traffic to my business Facebook)? or run a Leads or Sales campaign, which I found more costly, in those cities in the US where they come from? Please advice, and thank you for any help.

[@amrashraf8755]

الله ينور بصراحة فيديو قيم جدا ❤️ ممكن تعمل فيديو عن الفرق بين صفحة الهبوط وصفحة المبيعات

[@KirkAtamian]

Can you do video for real estate agents. I have lot of trouble with rules for housing in the USA. Great videos keep up good work

[@LorisBlasofsel]

Thank you

[@grill9067]

Thanks

[@chenahbahia6417]

amazing content thank you soo much

[@BenHeath]

You are very welcome :)

[@TimSharrow]

Thanks for sharing! What about service area businesses with sales territories? For example a large state with multiple sales territories. Do you create separate campaigns for each territory? Also if the sales territories are smaller audiences, do you find it makes more sense to combine them in order to get a 250k+ audience size? The goal would to optimize the lead cost and while maintaining volume for the local salesperson. Thanks!

[@52Espinoza]

Put all the territories in one ad set to start off to get to 250k+. You can optimize if you start to see that one territory is doing better than others by creating an asset focused on just that territory

[@JakeNicholas-um1rv]

Great video! Could you also do a video around targeting lookalike audience through customer lists?

[@BenHeath]

Great suggestion :)

[@alexisbryant202]

thoughts on using third party tools to target specific buildings and events? everyone has different terms for what this is but it's essetially a more specific way to geofence where you can draw around a specific building such as competitors buildings to get audience for serving fb/ig ads to

[@BenHeath]

Sounds good in theory but I have basically never seen that work as advertised in practice. Might be worth a test for you, but that’s my experience. Hope that helps :)

[@william_leonard]

Love your stuff. Can you make a video for start-ups? What is the best way to run ads for a new company with a new ads account and a tight budget?

[@BenHeath]

Thanks a lot. I’d recommend checking out my beginners tutorial for info on that :)

[@shattaclevewright4379]

Thank you sir.

[@BenHeath]

Thanks for watching

[@user-wz6wd2ti8d]

Hi Ben, thank you for this video. Would you recommend using messenger or fb form as the CTA for this local lead generation campaign? Or should I send the lead to a form on the website?

[@BenHeath]

It really depends what you are offering. Most of the time we would use instant forms. But sometimes it is more appropriate to start a conversation immediately.

[@fvmcompany]

Thank you!

[@BenHeath]

You're welcome!

[@JudgeKoichiro]

Good Video

[@teenagetommytwatface]

Hi Ben - great video. Just wondering whether this is viable for business spending £15-40. Long term I'm not sure whether this would be best practise, or is this used to find a 'winning' audience to say, and then begin targeting them solely?

[@BenHeath]

Thanks :) Yes you can operate with that budget but just think about the math of the return. If the campaign does incredibly well and generates a 10x ROAS, what does that equal - £150-£400 Of course if you are doing well then you can always scale.

[@josiahlawson6]

hey, I’ve got a question if you could please help me if I’m trying to run an organic traffic campaign, but I have a local service business is it smart to run a traffic campaign over the whole United States? Does that make a difference whenever it goes to running a lead campaign?

[@tharaka0854]

Thank you sir. Love from sri lanka ❤️

[@BenHeath]

You are very welcome :)

[@justinegabriel3005]

Hey there! I genuinely appreciate your videos as a new brand owner. I was just wondering if is it okay to use the same creative on the duplicated ad sets? Thank you mate!

[@BenHeath]

Thanks a lot :) Yes, we often do that to test targeting options.

[@RosarioShawnRonald]

This is what i call underrated.

[@taylordsimpson]

Hi Ben! Curious if your target audience for local service biz can be too big? If I'm spending $20 a day advertising my epoxy floor company to an area that is 1-1.2 million people should I niche down to try to get an audience around 500k?

[@user-ju6fw2ls8g]

I am so glad you uploaded this video! I have some questions here: 1. If we are targeting almost all the population, is it necessary to create other ad sets? for example a lookalike ad set? 2. How ofter shall we update such a big audience? Great thanks! Looking forward for more content! Great job as always!

[@BenHeath]

Happy to help - I often still would for testing purposes. The LAL for example could outperform broad targeting.

[@user-ju6fw2ls8g]

@@BenHeath that's great. I will definitely give it a go then and test which one is performing better! Thank you so much Ben!

[@zxczzvzfeadfa3415]

WIth lead ads, you will have to have a different image for each duplicated ad right? I'm getting errors with that, also this error "ou can't use the selected optimization goal for your campaign objective. Please select a different goal, or edit your campaign."

[@eastendman]

Hi Ben, love the videos can you do a video on how to create a campaign with a niche audience. For example we only have an audience size of 3k due to it being a b2b product. Are there any tips or tricks tio make this work better?

[@BenHeath]

Thanks a lot and that's a great suggestion :)

[@ruet2010]

Hello, I’m doing social media marketing for a small phone/laptop repair and tech services in Tunbridge wells, my audience is so small Facebook says it’s too small. What do I do about that?

[@zeyadwahid9986]

What should I test first? Creatives or interests?

[@terrillchristians7053]

Hi Ben, does creating a look a line audience within a local radius, limit the look-alike to that radius? I ask because that was not my experience of ding a look alike audience within a set geographical radius

[@BenHeath]

Yes it should do :)

[@yoditonugrahacky765]

What’s the best strategy for a local restaurant? The lead form, omnipresent or something else?

[@gavinwiener]

What would you be offering for them to fill out the lead form? Could also check the ads library and and see what other restaurants are running ads for

[@JayBeeProduction]

Isnt the warm audience included in the broad targeting? I mean, if someone made interaction with my ads on FB, isnt he more likely to get targeted just with broad cold targeting options? Thanks!

[@BenHeath]

Yes that's correct, but I don't think that means you want to avoid retargeting altogether.

[@user-jy9tv6uu2v]

Hi Ben, thanks so much for the info. I'm wondering for the warm audience, after adding in those custom audiences, do you still add in a location to the targeting if you can only deliver to a specific location? My thoughts are that FB and IG engagers can potentially be people outside the delivery area? Thank you

[@BenHeath]

Good question and yes I would, for the exact reason you mentioned.

[@harishgupta8586]

Please create one video series on app marketing through Facebook ads

[@Jonkings07]

Thanks for the video ❤. Just one question that can leave sleep at night. What's the minimum budget amount that you have to set with 5 ad sets? I once talked to a fb agent and told me that for each ad set you have to increase budget. However, I would like to know your input, or at least in the video example, how much budget would you use?

[@theclumsybrothers]

Use the same amount for all of them so you will be able to know which one performs best and then scale it up

[@islimani05]

could you please help ?

[@islimani05]

could you help ?@@theclumsybrothers

[@SpunkeyMonkey]

Wait, what?! I’ve been watching your videos for ages trying to grasp this for my business, and you only live across in Cheltenham?! I’m in Gloucester 😄🤷🏻‍♂️ Small world. For an estate agency (home office) would you recommend one ad for Cheltenham, Gloucester and Stroud, or, separate ads for each place?

[@BenHeath]

Small world! I'd go with separate ads for each :)

[@imranakhtar1]

Excellent strategy Ben, but you didn't mention the campaign budgeting as to whether we should go for a CBO or ABO? Plz advise.

[@salimms5944]

Ben everytime advice to use cbo in like this structure

[@BenHeath]

Thanks a lot. I would usually use CBO

[@Acesinaction]

Will this work to advertise for a local business that is in a high-traffic tourist area? A majority of customers will likely not be locals, but tourists traveling to the area from numerous locations.

[@finnhorchler7940]

Hey Ben, I have a question. I somehow do not have the option to filter my leads when I create a multiple choice question in the lead form. Do you have any idea why this is? I would greatly appreciate an answer! Thank you

[@gavinwiener]

As far as I know, it's quite common for Facebook to roll out features to just some people, and not everyone. Probably just that

[@dominik.neugebauer]

Hey Ben. Thank you very much for your Video. Helped me a lot :). As a wedding photographer I'm wondering if your omnipresent campaign work as well due to the fact of Local Business.

[@BenHeath]

You can use that for local businesses.

[@dominik.neugebauer]

@@BenHeath Tank you a lot for that Feedback. Will Do so. Do you can tell me, why you are going for Retargeting with "Conversion" instead of "Reach"? :)

[@abdumaliksaliev8303]

I can not turn off advantage detail targeting, do you know why it happens ?

[@user-qb5jn4eq7z]

Can we do app install campaign and target local area?

[@danielschon]

Great video! I have a quick question though. If I'm setting up an ad for a local business that wants to book appointments. Which would be the best campaign goal? The offer is a "% off voucher". Would it be better to run a messenger or "Whatsapp messenger" ad where clients can contact the shop directly and appointments can be booked quickly or rather a leads form - perhaps even a conversion goal with a separate landing page, opt-in or calendar etc. ?

[@BenHeath]

Thanks :) So with either destination you can use the leads objective and that's what I'd recommend. In terms of the sales process, I'd test both and see which works best.

[@drpeung.eyclinic]

Hey Ben, My first question after watching all your videos for the past 3 years. Thanks for all the tips, btw! If I create multiple Ad Sets with identical Ads, Facebook gives me a warning about "Audience fragmentation" and that the Ad Sets may cannibalize each other. Is this something to be concerned about or am I ok? Thanks a million!

[@BenHeath]

Wow that's a lot of watching :) I wouldn't worry about that.

[@drpeung.eyclinic]

@@BenHeath thanks! Helpful as always.

[@tommybennett307]

Hey Ben, I'm trying to target business owners and wanted to test 3 different interests but can't get my target audience above 50k no matter what I adjust (budget, mile radius, ect). Would you suggest broad targeting or try at the 35-50k range? Thanks

[@BenHeath]

In that scenario I would probably just go broad :)

[@qbsportsbargrillgames]

What does the membership offer?

[@davidfinch7810]

How do you set it so that you only have people who live in the area rather that people who have visited the area. How do you make it so that people who already follow your page are not targeted? I'm trying to get new members for my kickboxing class, it's a waste of my money if the person visited then went home but my ads are still targeting them and it's annoying that it targets people who already follow my page and come to class.

[@robbievara4945]

Hi Ben, I’ve gotten over 47 leads with $100. I emailed all of them with a quote but none of them have reached back out. Is this common? Should I try sending them to messenger or my website instead of instant form? Btw this is for a car vinyl wrap shop business

[@BenHeath]

Firstly that's a great cost per lead. Secondly, yes that is to be expected if you just email. Nearly all of those emails will have ended up in spam. I would ask for a phone number and call those people to get them booked in.

[@mdsakhoathossain9834]

Can ads be campaigned only with ads manager?

[@KellyPKramer]

How do I advertise to real estate agents? There does not seem to be a job title to search under. Thanks

[@gavinwiener]

What type of interests might they be interested in? Surely there must be influencers in the space that help real estate agents improve sales, marketing, etc, who you could then target

[@jmvdkooij]

Hi Ben. Great video. Thanks for that. Do you need to update your audiences after a few months? Let’s say your Facebook or Instagram audience? If you made this audience in May will it populate new audiences that have visited after having created this audience? How about video views? If we made this audience in May and had people viewing videos after that will they still be included? Thanks for the great work.

[@BenHeath]

Good question. No those audiences update automatically. Anything using Pixel data or a Meta source updates automatically.

[@jmvdkooij]

@@BenHeath thanks so much 🙏

[@StevenMaldonado-bg1mg]

Can you make a video about unsuccessful promotion cases? What conclusions have been drawn?

[@BenHeath]

That's an interesting idea.

[@KevinLe]

Thanks for this, but for some reason, I can't target specific cities in the united states in the locations section. Any reasoning behind this?

[@BenHeath]

Are you advertising in a special category?

[@brendennimmonsjr.6692]

Awesome content. How much would these ads sets cost to run?

[@BenHeath]

Thanks, you can spend any amount you want really :)

[@brendennimmonsjr.6692]

@@BenHeath okay. Do you have a video on the metrics you would be looking for?

[@justineconary7958]

For this local setup, would you recommend just one ad per ad set or multiple ads per ad set?

[@BenHeath]

Yes I would - helps with ad fatigue

[@spacebetweenideas]

motion sickness much - do you have a non-moving version?

[@lostcreektrainingacademy]

What is an ideal range for local business to have in their target market? 200k-350k?

[@alekosbeis7878]

Would that work for solar contractors as well?

[@BenHeath]

Sure :)

[@salimms5944]

If i use cbo in sama structure which you did inside the video after i lunch the campgian what i will do if i find one of these audience do better are you recoomend to turn of other adsets or just increase the budget into campaign level ??

[@BenHeath]

We will turn off underperforming ad sets

[@jman1853]

I understand the value of using single interest per ad set but since it's a small area to target, why not just stack related interests so that the audience becomes bigger while also showing ads to the target audience?

[@BenHeath]

That doesn't really achieve anything in my view - you might as well just use open targeting in that scenario.

[@gavinwiener]

I'm guessing we also don't stack so we can know which interest performs the best. You could then create lookalike audiences from the best audience

[@jman1853]

@@gavinwiener I know about creating lookalike audiences from custom audiences but never for interests. Could you share more about this?

[@GaneshDM-fk6xf]

I understood your concept but its suit for high paying clients what about the budget friendly clients ben?

[@BenHeath]

This targeting approach for local businesses would still apply if you have a small budget

[@GaneshDM-fk6xf]

@@BenHeath ok

[@hugovanbaal5873]

Did you use CBO or ABO for this instance?

[@BenHeath]

Often we'd use CBO :)

[@hugovanbaal5873]

@@BenHeath If the audience size is 150.000 for open targeting, no lookalike, and no warm audience data, I only have 1 adset... If so I'm just as good of picking ABO right?

[@jaksahn3370]

I sell cars for a dealership and want to advertise my own business within the business. Any tips anyone out there?

[@alexanderhuettel2703]

ON Instagram

[@antonbabych3622]

What if a target audience is a 75/25 split between the genders, should you still choose the "all" genders option?

[@BenHeath]

Yes I would - good question though.

[@alonica-24]

How about ad? same ad in multiple ad set or different ad for different ad set? Please answer me sir.

[@BenHeath]

I would usually go with same ads in multiple ad sets, at least initially so that you can test targeting options.

[@alonica-24]

@@BenHeath Thank you very much for your response.

[@jeffreysmith5812]

No reference to budget?

[@BenHeath]

I've got separate videos about budget you can find on my channel :)

[@manicciluxuryautostyling]

is this still working present day?

[@DaveFogel]

Ben, Ilove your videos, but I have to tell you that your facebook group is just not good. I have never once got someone to actually answer a question I have. Instead I get 10 DM's from India trying to sell me something that has nothign to do with what I'm asking.. and even today I got one who told me she could get discounts on fb ads if I paid her (I reported her as a scam). The group isn't helpful at all. Maybe you should start a new group or even a paid group with people that can actually help others.

[@pauls1883]

Anecdotally I would say that at least 80% of his FB group is from a India, Pakistan, Sri Lanka or Bangladesh.

[@GODBLESSTHISSWAG]

Yes please start a paid group!!!

[@BenHeath]

Hi Dave, thanks for the feedback. We're always trying to do what we can to improve it and remove people that do things we would rather they didn't. It is tricky with 180,000+ members but we'll keep trying. Your suggestion is interesting, I will give it some thought.

[@aronuchukwuezugo615]

It's a group. You shouldn't just be expecting people to provide value to you. Also provide value to others. What you give is what you get

[@SimonWYHuang]

There's a reason why I decided to not run any free groups

[@GODBLESSTHISSWAG]

Yo Ben could you please start a private paid Facebook group? The current group is just full of scammers

[@BenHeath]

We’re trying to do what we can to remove them. We have had this before and it should get back to normal soon. It’s an interesting idea

[@GODBLESSTHISSWAG]

@@BenHeath a private inner circle would be so great and helpful for us

[@marketmonster6055]

for plumbers roofers etc BROAD only?

[@BenHeath]

I would probably test other options as well, but depending on the population density of your area, yes

[@marketmonster6055]

@@BenHeath With this shitty new RECENTLY in update im running WIFI only today ... hopefully this makes a big change... these recently ins are killing my cmapaign.

[@matthewfreestone3805]

@@marketmonster6055 Did Wifi only help at all? This is causing me major problems too...such a ridiculous update from Meta

[@Luisvieiraofc]

Okey, but what about the IOS-14? We cannot make detailed targeting because that

[@BenHeath]

You can still use detailed targeting after iOS 14 :)

[@orbitar.M2]

Some experts👎 always says target broad! broad! I lost my huge money targeting broad. Always target narrow audience when you start.

[@BenHeath]

Broad can work well but it shouldn't be used all the time.

[@chadgtr34]

Monaco is a country, can i just force everybody in the country to see my fb ads?

[@BenHeath]

You won't be able to force everyone but you can target the whole country and you will probably get high penetration

[@rayengargouri871]

How to target online advertisers on facebook ?

[@FloorCoatingBusinessMastery]

What are your thoughts on allowing Facebook to do all the retargeting for you? This means you don't need to create a "retargeting" ad set. Instead, you just allow Facebook's algorithm to work and retarget as it sees fit?

[@BenHeath]

I think that's risky. There is logic to it but I prefer to take control of our retargeting. Also, if you want to tailor the messaging in your retargeting ads then you need to separate them out.

[@scottcordero6580]

Can you help set me up

[@anthonylatour9983]

Facebook just got rid of location targeting.... what now?

[@BenHeath]

No they didn't get rid of location targeting - they just adjusted one of the settings. Huge difference.

[@Marina.Kisyova]

Hi Ben, thank you for the lovely video. I'm after some advice. I have 3 courses to advertise and I'm not sure which option is best: Option 1: To create one campaign, with 1 Ad Set and 3 Ads for the 3 courses or Option 2: To create 3 different campaigns, with 1 Ad Set each and the same Audience for the 3 courses. I'll be really grateful if you could help me.

[@BenHeath]

Thanks :) Option 2

[@Marina.Kisyova]

@@BenHeath The audience will overlap when using 3 campaigns with the same audience. Would that create any issues?

[@bigk8294]

radius is not very good as it does not account for drive times and other spacial considerations. You set it up like this and you are going to have a ton of breakage and waste,

[@user-pv7yc9ob5n]

Location targeting doesn't work anymore

[@chazbayley]

For me nothing fuckin works anymore

[@f18superhornetcer78]

Everybody Know the all of them.. Still doesnt work on facebook add.. Its looking garbage..

[@soinschamaniques]

You several times say "That would be too small an audience"... Why ? Why is targeting a bit more specifically -through interests for example - and getting say 60,000 audience, when maybe you are in a business where you have 50 clients a year (or whatever) - why would that not be a good thing to do ? If ever you read this and answer : thanks, Ben !! (Or if somebody else has knowledge about the question...)

[@BenHeath]

Because you'll pay more in terms of cost per conversion and you won't be able to run the campaign for very long or scale it if your audience is too small.

[@ericcallcut]

@@BenHeath Thanks Ben. I'm not sure I completely understand your answer - but I'll keep studying !