Create ads audiences in HubSpot

Use ads audiences to control who sees your Facebook, Google, and LinkedIn ads. In HubSpot, you can create audiences based on website visitors, HubSpot contacts, or existing audiences, and they'll automatically sync both ways with your ad networks.

Before you get started

• Your Facebook Ads, Google Ads, or LinkedIn Ads account must be connected to HubSpot.
• To build website visitor audiences, install your ad network tracking pixels.
• Facebook limits each ad account to 500 total audiences.
• Minimum audience sizes by network:
  • Google Ads: 1,000 users (Search, YouTube) or 100 users (Display, Gmail) within 30 days.
  • Facebook Ads: at least 20 users.
  • LinkedIn Ads: at least 300 members.

Website visitors audience

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly.
2. Click Create audience.
3. Select Website visitors.
4. Choose your source pixel: Facebook, Google, or LinkedIn. Add a new pixel if needed.
5. Optionally specify which pages or URLs to include (Marketing Hub Starter+ only).
6. Select a timeframe (the default is the last 60 days, but keep in mind Google can only filter for the last 540 days), enter a name, and click Create audience.

Contact segment audience (Marketing Hub Starter, Professional, and Enterprise)

Create a contact segment audience to target ads based on your contact segments. It is recommended to use segments that include Legal basis for processing. Google and Facebook have additional advertiser conditions (Customer Match Policy, EU consent, business manager requirement).

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly.. Then, click Create audience.
2. Select Contact segment, then choose your source segment. Confirm data sharing, select your ad accounts, name the audience, and click Create audience.

LinkedIn company segment audience

Sync companies from your target accounts or a company profile tier to a matched audience on LinkedIn. To set this up: 

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly. Then, click Create audience.

2. Select Company segment. Then, choose Target accounts or a tier.

3. Select LinkedIn ad accounts, name it, then click Create audience.

Lookalike audience (Marketing Hub Starter, Professional, and Enterprise)

Target Facebook ads to users who resemble your existing audiences.

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly. Then, click Create audience.

2. Select Lookalike. Then, choose a source audience, and select target locations.

3. Click Create audience.

View and manage your ads audiences

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly. Then, click the Audiences tab.
2. Click any column header to sort by name, type, source, matched size, or ad account.
3. To remove an audience, click its name and click Delete in the right panel.

Audience matching

The Size column shows matched size, which is the number of people the ad network matched to known users. This number will typically be much lower than your total visitors or contacts.

• Website visitor audiences: The ad network analyzes visitor cookies and matches them to known users.
• Contact segment audiences: Matches based on contact properties like name, phone, and email.
• Company segment audiences: LinkedIn matches based on company name, domain, and industry.