How To Target Expats On Facebook Ads

How To Articles

As a digital marketer, I have discovered that utilizing Facebook ads to target expats can be an extremely successful tactic. Facebook’s wide range of targeting capabilities allow you to connect with a specific audience of individuals who are residing overseas and are more inclined to interact with your advertisements. In this article, I will provide some insights and methods on how to efficiently target expats through Facebook ads and enhance the effectiveness of your campaign.

Understanding the Expat Audience

Before diving into the tactics, it’s crucial to understand the expat audience and their unique characteristics. Expats are individuals who are living outside of their home country, either temporarily or permanently. They may be expatriates for work, education, or personal reasons. Expats often have different needs and interests compared to the local population, which makes them a valuable target audience.

One of the first steps in targeting expats on Facebook is to identify their location. You can use Facebook’s location targeting feature to select specific countries or cities where expats are likely to reside. Additionally, you can narrow down your audience by selecting relevant demographic criteria such as age, gender, and language.

Language and Cultural Relevance

When targeting expats, it’s crucial to consider language and cultural relevance. Many expats prefer to consume content in their native language, especially if they are not fluent in the local language. Therefore, it’s essential to create ad copy and content that is available in different languages and resonates with the expat audience.

Facebook offers a language targeting feature that allows you to reach users who have specified a particular language in their profile settings. By tailoring your ad content to their native language, you can establish a stronger connection with the expat audience and increase the likelihood of engagement.

Interest-based Targeting

In addition to location and language targeting, you can also leverage interest-based targeting to reach expats who share similar interests or hobbies. For example, suppose you are targeting expats living in a particular city known for its vibrant food scene. In that case, you can target users who have shown an interest in food-related pages, restaurants, or culinary events.

To discover relevant interests, you can use Facebook’s Audience Insights tool. This tool provides valuable information about the interests, behaviors, and demographics of your target audience. By understanding their preferences, you can create highly targeted ads that resonate with expats and encourage them to take action.

Retargeting and Lookalike Audiences

Retargeting and lookalike audiences are powerful tools to reach expats who have already shown interest in your brand or have similar characteristics to your existing customers. You can create a custom audience by uploading a customer list or installing a Facebook pixel on your website to track user interactions.

With a custom audience, you can retarget expats who have visited your website, engaged with your content, or performed specific actions such as adding items to their cart but not completing the purchase. By showing personalized ads to these individuals, you can increase the chances of conversion and encourage them to become loyal customers.

Additionally, you can create lookalike audiences based on your existing customer base. Facebook’s algorithms analyze the characteristics and behaviors of your current customers and find users who share similar traits. This allows you to expand your reach and target expats who are likely to be interested in your products or services.


Targeting expats on Facebook ads requires careful planning and consideration of their unique needs and preferences. By understanding their location, language, interests, and leveraging retargeting and lookalike audiences, you can create highly targeted campaigns that resonate with expats and drive meaningful results.

Remember to continually monitor your campaign’s performance and make adjustments based on the data you collect. With a strategic approach and a deep understanding of the expat audience, Facebook ads can be a powerful tool to effectively reach and engage expats around the world.