Life Events and Digital Activities

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It's easy to assume that Meta's detailed targeting audiences won't work for BOFU audiences. Although interest-based categories alone aren't usually a good fit for BOFU campaigns, other detailed targeting options can work for lead generation and conversion campaigns. Time-sensitive categories like certain life events or digital activities can help you find customers who need a solution now and are more likely to buy soon.

To find these categories, create a new audience in Ads Manager or with Meta's Audiences dashboard. Using either interface, click Browse in the detailed targeting search bar. Then expand the Demographics menu and scroll through the Life Events list. Look for time-sensitive events that apply to your target audience. For example, prospects with a new home might be a good fit for your offer.

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If you don't find any segments that work for your offer there, expand the Behaviors menu. Here, you can target segments like new business owners and engaged shoppers. If you can get relevant ads in front of these segments during this time-sensitive period, you may be able to convert them quickly.

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The catch with these detailed targeting audiences is that they often require additional targeting parameters. For example, you'll probably want to add demographic details like locations, age ranges, and genders. You may also want to add relevant interests. When adding interests, click the Define Further button to ensure that you reach people who fit the time-sensitive category and have the interest you selected.