Audience Strategy

Audience strategy for local service businesses starts with geography and basic demographics — a radius around the service area, reasonable age range, and sometimes household income if relevant to the service (e.g., high-end remodeling vs. general handyman work) — and resists the temptation to over-narrow from there.

Meta's algorithm performs best with a reasonably broad starting audience and strong creative/offer signal, letting the system's own optimization find the right people within that pool, rather than you trying to manually guess every interest or behavior that correlates with intent. Overly narrow, heavily interest-stacked audiences often underperform broader ones simply because they starve the ad set of the volume needed to optimize well.

Where audience refinement genuinely helps is in exclusion and retargeting: excluding people who already converted or are existing customers, and building a retargeting audience of people who engaged with the Page, watched a video ad, or visited the website but didn't convert. These retargeting pools are often the highest-converting audience available to you, because they're made up of people who have already shown real interest — treat them as a priority layer in your overall audience strategy, not an afterthought.