Intent On DemandFacebook Custom Audiences of people ready to buy
Show your Facebook and Instagram ads to people who are researching what you sell this week. Pick the topics, and Intent On Demand builds the audience and keeps your Custom Audience in Meta Ads Manager up to date.
How it works
- Build an intent audience. Search 45,000+ B2B and B2C topics, add filters such as location, homeowner, income, job title or company size, and preview the size for free.
- Connect your ad account. Sign in with Facebook once and choose the ad account.
- Pick a Custom Audience. Create a new one or update one you already have. Send the whole audience, or a saved slice of it.
- Let it run. After every refresh (or weekly, monthly or on demand), new matches are added and people who stop matching are removed.
- Advertise. Target the Custom Audience directly or build a Lookalike from it in Ads Manager.
Uploading a CSV vs syncing from Intent On Demand
| Manual customer list upload | Intent On Demand sync | |
|---|---|---|
| Who's on it | Past customers or a list you bought | People researching your topics right now |
| Keeping it fresh | Export and upload again by hand | Adds new matches and removes leavers on a schedule |
| Data sent to Meta | Whatever columns are in your file | Hashed email, phone, name, city, state, ZIP and country only |
| Same people in your CRM | Separate work | Sync the same audience to your CRM or email tool too |
Audiences that work well on Facebook
- Home services: homeowners in your ZIP codes researching a new roof, HVAC, solar or a pool. See roofing, HVAC and solar leads.
- Agencies and studios: business owners researching lead generation, digital marketing or video production. See leads for marketing agencies.
- Lending and funding: owners researching business funding, or homeowners researching a refinance. See MCA leads and mortgage leads.
- Your own website visitors: people identified on your site, updated every hour, so retargeting starts the same day.
Calls, email and ads to the same people
The audience that feeds your Custom Audience can also go to GoHighLevel, HubSpot, Pipedrive or Close, or to an Instantly or Smartlead campaign. Your team calls and emails the same people who are seeing your ads, which is when ads and outreach work best.
Special ad categories
Meta limits targeting for credit, employment, housing and some financial ads. If your ads fall in a special ad category, follow Meta's rules for that category, and don't use audience data to decide who is eligible for an offer.
Questions
What is a Facebook Custom Audience?
A Custom Audience is a list of people you upload to Meta Ads Manager so your Facebook and Instagram ads reach those people. Meta matches the list to its users using hashed details like email, phone, name and ZIP code.
How do I create a Custom Audience on Facebook from a list?
In Meta Ads Manager, go to Audiences, choose Create audience, then Custom audience, then Customer list, and upload a file of emails and phone numbers. Intent On Demand skips the file: connect your ad account once and it creates or updates the Custom Audience for you.
Where does the list come from?
From your intent audiences: people researching topics you choose, such as roof replacement, business funding or video production, filtered by location, homeowner status, job title and more. You can also send the people identified on your own website.
Does the audience stay up to date?
Yes. Each sync adds the new people who match and removes people the sync added who no longer match. Syncs run after every refresh, weekly, monthly or when you click send. Website audiences can also update hourly.
What data is sent to Meta?
Only hashed matching fields (email, phone, first and last name, city, state, ZIP and country), hashed before they leave our servers, as Meta requires. Nothing else about the person is sent.
Can I make a Lookalike Audience from it?
Yes. Once the Custom Audience is in your ad account, create a Lookalike Audience from it in Meta Ads Manager like any other source audience.
Does it remove people I added myself?
No. A sync only removes people it added. Anything else in that Custom Audience, and every other audience in your ad account, is left alone.
Which plan includes Facebook syncs?
Every intent audience plan, starting at $97 a month, can sync audiences to a Facebook Custom Audience. There's no trial; the Free demo shows how many people match your topics, with no card, before you choose a plan.