Targeting Homeowners on Facebook Ads: What Actually Works
Targeting homeowners on Facebook Ads used to feel straightforward. You selected a few interests, added “Homeowners” in detailed targeting, and launched campaigns. That reality no longer exists. Privacy updates, data restrictions, and algorithmic changes have fundamentally altered how Meta identifies and reaches homeowners. For performance-focused advertisers, especially in real estate, home services, solar, roofing, or remodeling, success now depends on understanding how Facebook infers ownership , where those signals fail, and how to build systems that replace guesswork with intent-based data. This guide breaks down modern, proven approaches to targeting homeowners on Facebook Ads, grounded in benchmarks, platform behavior, and real-world campaign patterns. Why Facebook Can No Longer Reliably Identify Homeowners Before building any strategy, it is critical to understand the limits of Facebook’s data. Ownership Is Not a Direct Data Signal Facebook does not have real-time access t...
