Create Facebook Ads and Google Ads audiences in HubSpot

Last updated: October 26, 2018


If you've connected your Facebook Ads or Google Ads account to HubSpot, you can target your Facebook and Google ads at specific audiences. With the Ads add-on, you can also create audiences to target specific HubSpot lists, and lookalike audiences to target your Facebook ads at users who are similar to your visitors and contacts.

Website visitors audience

A website visitors audience allows you to target your ads to people who have visited your website in the past. Your audience will include anyone who has visited your website in the last 60 days and will be available to use once your site receives 200 new visits.

  • In your HubSpot account, navigate to Marketing > Lead Capture > Ads.
  • In the upper right, click Create audience.
  • In the right pane, click Website visitors.
  • Click Add pixel, then select your Facebook and/or Google Ads pixel.

  • After adding your pixel(s), select your Source pixel(s).
  • Click the People who visited dropdown menu and select Landing page, Blog page, Website page, All website pages, URL contains, or URL equals.
    • If you select Landing page, Blog page, or Website page, click the Search dropdown menu and select the corresponding page(s).
    • If you select URL contains or URL equals, click the Type a rule field and enter a rule, then press the Enter key to add the rule.
    • Click Add "OR" rule to add rules to expand your audience. For example, you can use "OR" rules to target visitors on your pricing page, or on your contact page.
  • (Optional) Click the Visited in the last dropdown menu to select a timeframe from 7 to 180 days within which a visit occurred in order for a visitor to be included in the audience.
  • Enter a Name for the audience.
  • Click Create audience.

Once your audience contains at least 20 people, it will be available for selection in the Audiences section when you create a Facebook lead ad in HubSpot. 

Please note: at this time, it's not possible to select an audience when you create a Google Ads campaign in HubSpot. You can use your Google audiences by creating your campaigns directly in your Google Ads account.

Contact list audience (Ads add-on only)

With HubSpot's Ads add-on, you can create up to 25 audiences based on contact lists in your HubSpot account.

  • In your HubSpot account, navigate to Marketing > Lead Capture > Ads.
  • In the upper right, click Create audience.
  • In the right pane, click Contact list.
  • Click the Source list dropdown menu and select your list

Please note: your list must have at least 20 contacts. To get the most out of your ad spending, it's recommended that you use a list with at least 1,000 members.

  • Select the This contact list was not purchased, rented, appended, or provided by a third party checkbox. 
  • Click the Ad account dropdown menu and select the checkboxes for the Facebook Ads and/or Google Ads account(s) you want to use this audience for. 
  • By default, the audience name will be HubSpot - [Name of list]. Edit the Audience name as needed. 
  • Click Create audience.

Your audience will appear in the Audiences tab with a Preparing status while it is synced to Facebook and/or Google. Your audience may take up to 24-48 hours to sync.

Lookalike audience

With lookalike audiences, you can target your Facebook ads to users who are similar to one of your existing website visitors or contact list audiences. 

Please note:
  • You must have an existing audience that has already synced to Facebook in order to create a lookalike audience.
  • Google Ads automatically creates similar audiences for you when they meet the required criteria, which is analogous to Facebook’s lookalike audiences.
  • In your HubSpot account, navigate to Marketing > Lead Capture > Ads.
  • In the upper right, click Create audience.
  • In the right pane, click Lookalike.  
  • Click the Source audience dropdown menu to select an existing website visitors or contact list audience
  • Click the Target location dropdown menu and select the country or region(s) you want to target with this audience.

You can also create lookalike audiences from the Audiences tab on your ads dashboard by hovering over an existing audience and clicking Create lookalike.

View and manage your ads audiences

You can view and manage ads audiences you've created by navigating to the audiences dashboard.

  • In your HubSpot account, navigate to Marketing > Lead Capture > Ads.
  • Click the Audiences tab. Here, you'll see all ads audiences you've created.
  • In the dashboard, you can sort audiences by name, type, source, size, and ad account by clicking the respective column headers.

Please note: the Size column displays the number of contacts that the ad platform was able to match as meeting the audience criteria in their database.

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