Custom audience

A custom audience is an audience in Meta that you assemble based on your own data: people who visited your website, are on your customer list, or previously interacted with your ads or page. Instead of cold reach, you target people who already know your brand.

How do you build a custom audience?

There are several sources. Via the Facebook pixel you create an audience of everyone who visited your site or a specific page. Via an uploaded customer or lead list you connect existing contacts to their Meta account. And via interaction data you reach people who watched your videos or liked your posts. Each source gives you a warmer group than general behavioral targeting, because there was already some form of contact.

What you use it for

Custom audiences are the foundation of retargeting: you approach people who already showed interest, with a message that fits where they are in their journey. They are also the starting point for a lookalike audience, with which you reach new people who resemble your existing audience.

Why this matters in B2B

For B2B a custom audience is more valuable than advertising broadly. Your market is smaller and more specific, so every euro that goes to people who already know you works harder. The goal remains a request or lead, not an impulse purchase in a webshop. At Customer Impact we build these audiences around your real customers and prospects, so your budget flows to people who can grow into revenue, and does not evaporate on a random audience that never becomes a customer.