Struggling to reach cold audiences on Facebook and Instagram? You’re not alone. Most advertisers pour budget into broad targeting, hoping Meta’s algorithm will fill in the gaps.
But there’s a smarter way to break through cold traffic — by tapping into overlooked Facebook audiences that most campaigns ignore.
These aren't just fringe tactics. They’re strategic, data-backed approaches that help you reach users who’ve never heard of your brand, but are primed to click, engage, and convert.
Ready to rethink your cold audience strategy? Here are five underused but powerful Facebook audiences that can breathe new life into your prospecting campaigns.
1. People Who Engage with Industry-Adjacent Pages
Most advertisers target cold traffic by going straight for competitor pages or obvious interests. But this can quickly lead to high CPMs and low engagement — especially when everyone’s aiming at the same pool of users.
Instead, look sideways.
Industry-adjacent targeting allows you to reach users who are in the right mindset, but haven’t been bombarded by direct competitors. These are people actively exploring related topics and communities that overlap with your niche.
Examples of industry-adjacent interests:
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Fans of health and productivity podcasts for fitness brands;
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Followers of sustainable living pages for eco-friendly product companies;
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Members of small business groups for B2B SaaS tools.
Why it works:
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You’re targeting curiosity, not loyalty.
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There's less ad fatigue compared to core interest segments.
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Engagement is often higher since the content feels more relevant and fresh.
To apply this, use Facebook’s detailed targeting options to stack broader interests, then exclude major competitors to keep the audience clean and cold.
Also, combining adjacent interests through interest stacking can help you reach nuanced segments that others miss entirely.
2. Multi-Language Interest Targeting (Even in Monolingual Regions)
Want to reach untapped cold traffic within existing geos? Start using language as a behavioral filter, not just a translation decision.
Even in countries like the U.S. or Canada, large segments of the population use Facebook in a secondary language. These users may not be actively reached by English-first advertisers, creating an ideal opportunity for your business.
Here’s how to use language targeting for cold traffic:
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Combine niche interests with a specific language setting (e.g., “Beauty Tips” + Spanish speakers in the U.S.);
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Avoid automatic translations — start with English ads and A/B test creative localization based on results;
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Watch for distinct engagement patterns based on cultural context.
Benefits of multi-language audience targeting:
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Less competition in the ad auction;
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Lower CPMs in often-overlooked audience segments;
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High engagement due to cultural resonance and language familiarity.
This strategy is especially useful if your product or service can be adapted for multilingual customer segments — without building an entirely new funnel.
3. Video Viewers of Non-Branded, Value-First Content
Want a simple way to build a warm layer out of cold traffic? Use content-first video ads with no pitch, no CTA — just value.
Run short-form video ads focused on educating or entertaining. Then, retarget viewers who watched a significant portion (25% to 75%). These people have never clicked a link, visited your site, or followed your page — but they’ve already spent time with your brand.
Types of videos to use:
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Quick tips, tutorials, or how-to demos;
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Problem/solution storytelling without selling;
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Behind-the-scenes content or customer pain points.
Why this works for cold audiences:
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You're qualifying attention without needing a click.
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View-based retargeting creates high-relevance Custom Audiences.
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It lowers CAC by creating a middle-of-funnel bridge that’s cheaper to build.
Example: a skincare brand might run a 20-second explainer on common SPF mistakes. No product pitch. Then, retarget viewers with product-focused creative in the second round.
Want to turn scroll-stoppers into warm leads? Learn how to revive cold traffic using Facebook video ads that connect without selling upfront.
4. Device and Placement-Based Cold Targeting
Your audience’s behavior can tell you more than their interests. One of the most ignored signals in Facebook Ads is device usage — and it’s a powerful way to segment cold traffic.
Different devices reflect different user behavior. A desktop user browsing during work hours engages very differently than a mobile user scrolling in the evening. By segmenting device types, you can align your creative and funnel strategy with how users actually behave.
Device-based cold targeting tips:
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Target mobile-only audiences for fast-loading landing pages and short videos.
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Focus on desktop users for longer-form content, demos, or pricing pages.
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Isolate tablet users if your product benefits from large-screen interactions (e.g., design apps or digital planners).
Extra tip: use Facebook’s breakdowns to identify device behavior in your best-performing campaigns, then build lookalikes or saved audiences based on that data.
If you’re running mobile-first campaigns, make sure your creatives follow mobile ad design best practices to avoid friction.
5. Marketplace and Buy/Sell Group Behavior Segments
If someone’s browsing Facebook Marketplace, they’re in shopping mode — even if they’re not looking for your product.
Meta’s algorithm picks up this behavior. When users actively browse Marketplace, interact with local buy/sell groups, or click “Save” on listings, they’re signaling transactional intent. Yet few advertisers target these behaviors for cold campaigns.
But there's another layer here: Facebook groups — especially local, niche, or interest-based buy/sell communities — are full of cold traffic opportunities.
When users join and engage with commerce-focused groups, they're demonstrating purchase-ready behavior in very specific categories. And unlike Marketplace, these groups often revolve around themes like parenting, home decor, fashion swaps, or hobbyist gear which makes targeting them highly relevant for many niches.
How to tap into commerce-focused cold traffic:
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Use the “Engaged Shoppers” behavior in your ad set.
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Target interests like “Marketplace,” “Thrift Shopping,” or “Secondhand.”
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Target relevant Facebook groups with LeadEnforce.
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Use direct-response creative: clear offers, urgency, discounts, and price comparisons.
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Consider ad copy that mirrors the tone of group conversations — informal, practical, and value-driven.
Why this overlooked Facebook audience performs:
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They're used to clicking and comparing offers.
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Facebook groups build trust among members — your ad can feel like a natural part of that ecosystem.
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They’re comfortable with online shopping and in the right mindset.
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You face less brand bias — these users are more focused on value than recognition.
This strategy is ideal for DTC brands, eCommerce stores, and local businesses offering limited-time promotions.
If you want a full breakdown of how to turn group activity into viable targeting strategies, check out our step-by-step guide on how to build your target audience from a Facebook Group.
Final Thoughts
Breaking through cold traffic on Facebook isn’t about shouting louder. It’s about being more precise and more curious.
If your Facebook ads are hitting a wall, chances are you’re targeting the same users with the same angles as everyone else. But when you explore overlooked Facebook audiences, you tap into segments that are still fresh, under-targeted, and responsive.
