Marketing Channels

Meta (Facebook & Instagram)

The most powerful geographic targeting available to local businesses — reach specific neighborhoods, build audiences from your customer list, and find more people who look like your best customers.

Why it works for local businesses

Facebook and Instagram have more data about where people live and what they spend money on than almost any other platform. For a local business, this means you can show ads specifically to households within 2 miles of your location — or to the exact zip codes and neighborhoods your data says are underserved.

3.2B

monthly active users across Meta platforms

$8–15

typical cost per 1,000 impressions for local campaigns

4–8x

return on ad spend reported by local service businesses

How targeting works

Meta offers three main targeting approaches for local businesses:

Geographic targeting

Target people by location — city, zip code, radius around your address, or specific neighborhoods. Combine with TerritoryIQ data: focus spend on your unconquered and contested zones rather than saturating areas where you already have strong penetration.

Custom audiences

Upload your customer address list (or phone numbers, email addresses) and Meta matches it to Facebook profiles. You can then show ads specifically to your existing customers — useful for re-engagement, loyalty campaigns, and upsells.

Lookalike audiences

Once you've built a custom audience, Meta can find people with similar characteristics — same demographics, similar behavior, similar location patterns. A 1% lookalike audience based on your best customers is often the highest-ROI targeting option available.

Budget guidance

Most local businesses see meaningful results starting at $300–500/month. Below that, Meta's algorithm doesn't have enough data to optimize effectively. Suggested allocation:

$300–500/mo — one focused campaign, one objective (traffic or leads)
$500–1,000/mo — test two audiences or two creatives simultaneously
$1,000+/mo — full funnel: awareness + retargeting + lookalike

Ad types that work for local businesses

Single image or video — simple, clear, one message. Best for awareness.
Lead generation ads — capture name and phone number without leaving Facebook. Best for consultations and appointments.
Offer ads — a specific discount or promotion with an expiration date. Best for driving immediate action.

How TerritoryIQ connects

Use your TerritoryIQ heatmap to identify the specific neighborhoods where you have low penetration but strong demographic fit. Then target exactly those areas in Meta's geographic targeting tool. Log your campaigns in the Territory Command Campaigns tab so your AI advisor can factor them into future strategy recommendations.

Start simple Your first Meta campaign should be one geographic target, one image, one clear call to action. Resist the urge to test everything at once — you won't learn anything useful. Run it for 30 days, measure, then iterate.