How do I create audiences for Facebook lead ads in HubSpot?

Last updated: January 30, 2018

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Using the Facebook lead ads integration with HubSpot, you can create the following audiences: 


Re-marketing audience 

A re-marketing audience is where you can target your ads to people who have visited your website in the past. 

Setting up a re-marketing audience looks a bit different depending on if you're using the free ads tool or the ads add-on. Instructions for both free ads users and ads add-on users are below:

Set up a re-marketing audience (free ads tool)

  • In your HubSpot account, navigate to Content > Ads:
  • Click the Audiences tab. 
  • Click Get started under Create a re-marketing audience.  

  • Check the Add pixel box. This will allow HubSpot to automatically add Facebook's pixel to your HubSpot tracking code on all HubSpot pages and any external pages where it has been added.
  • Review Facebook's terms of service, then ensure that the I agree to Facebook's terms of service box is checked.
  • Click Create audience.  

You'll then be brought back to your ads Audiences tab. Once your site receives 200 new visits, this audience will be available for selection in the Audiences section when creating your lead ads.     

Set up a re-marketing audience (ads add-on)

With HubSpot's ads add-on, you have more customization options when setting up your re-marketing audience, such as choosing one of your marketing lists as your audience.

  • In your HubSpot account, navigate to Content > Ads.
  • Click the Audiences tab, then click Create audience in the upper right-hand corner.
  • In the sidebar menu that appears, you can select Website traffic audience and then follow the steps above for free ads users to set up your re-marketing audience.
  • You can also click Contact list audience and then select a list to target your ads to. Please note that targeting your ads to contacts in your marketing lists is a functionality of the ads add-on only.

  • Your custom audience will include anyone who has visited your website in the last 60 days and will be updated once per day. Once your site receives 200 new visits, the audience will be available to use.

Please note: if you're targeting your ads to contacts in one of your marketing lists, your list must have at least 20 members, and you can sync up to 25 of your lists with this tool. To get the most out of your ad spending, use a list with at least 1,000 members.

Lookalike audience 

With lookalike audiences, you can target your ads to:

  • People on Facebook who resemble your website visitors.
  • Contacts that are already on one of your lists within HubSpot.

To create a lookalike audience:

  • In your HubSpot account, navigate to Content > Ads
  • In the upper right-hand corner, select Create audience.  
  • In the sidebar menu, click Create lookalike audience.  
  • Select your Source audience and your Target location from the dropdown menus. Once your source audience is done syncing to Facebook, click Create audience
  • Alternatively, you can select the Audiences tab on your ads dashboard, hover over any of your existing audiences and select Create lookalike.

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