New Facebook ad objective: Local awareness

By Justin Lafferty Comment


Small businesses wanting to target Facebook users closer to them have a new advertising objective: Local awareness.

Facebook announced this feature today, giving marketers the ability to target users who are within a certain radius of the business’ address:

For many local business owners, marketing is just one of the many duties they must tackle every day. That’s why we built a new feature to make advertising for local businesses easier and more effective — local awareness ads.

With local awareness ads, businesses can quickly and easily find new customers by showing ads to groups of people who are near that business’s neighborhood. Local awareness ads are built to be more cost-effective than traditional advertising channels like newspaper while offering more precise targeting and greater reach. We think they’re the best way for local businesses to reach people near them, and the best way for people who use Facebook to discover more useful things in their area.

Facebook also added a new call to action with this ad format: Get Directions.


To create a local awareness ad, go to the Ads Create tool, then select Local Awareness. After picking the page you want to promote, you can continue to build the ad. You can then enter the business’ address (if it wasn’t entered already), demographic targeting information, and the radius that you want to target (for instance, 1 mile).

Much like other ad formats, marketers can then see the estimated reach of the ad and then work on the creative aspects.

Facebook stressed privacy when launching this new ad format:

Local awareness ads were built with privacy in mind. Advertisers select locations, not specific individuals, for local awareness ads. Facebook does not tell advertisers which specific people are in any audience and, as with our other advertising products, all audiences must meet a minimum required size. People have control over the recent location information they share with Facebook and will only see ads based on their recent location if location services are enabled on their phone.

Readers: What do you think of this new ad type?