Detailed targeting keeps shrinking. How smart trades still pull $25–60 phone calls from Meta.
Facebook removed thousands of detailed targeting options over the last two years. Owners who used to laser-target homeowners by income and home age now have a smaller toolkit. The basics still work, if you use them right.
Lean on geo radius. A 10–15 mile radius around your service area is usually the sweet spot for trades. Going wider wastes spend on prospects you can't reach.
Use age and homeownership broadly. 35–65, homeowner, household income above the local median is plenty for most home-service offers. Don't over-segment.
Lookalike audiences are the real edge in 2026. Upload your last 12 months of customer phone numbers and emails. Build a 1% lookalike. Meta finds people who behave like your best customers.
Creative is your new targeting. With less precision in the audience, the ad itself does the filtering. Lead with the city ('Calling all Fort Collins homeowners') and service-specific imagery, wrong-fit prospects scroll past on their own.
Retarget aggressively. Anyone who watched 50%+ of a video, clicked an ad, or visited the site sees a follow-up inside 7 days. Retargeting still produces the cheapest cost per phone call on the platform.
Run that stack, geo + broad demos + lookalikes + tight creative + retargeting, and Meta still produces $25–60 phone calls in most trades.
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