The Core Audience: Demographics
- Age: 27–45 (captures parents of children from nursery to Grade 10)
- Gender: All (both parents research schools — do not limit to one gender)
- Language: English and the dominant local language in your city
- Location: Your school's exact pin code + a 10–15 km radius
Interest Targeting: Go Specific, Not Broad
- Parenting, Motherhood, Fatherhood
- School Education, CBSE, ICSE, Child Development
- Baby Products, Educational Toys (indicates parents of young children)
- Your school's specific locality or area name
Avoid broad interests like 'Education' or 'Families' — these are too wide and will include many irrelevant profiles.
Custom and Lookalike Audiences: The Advanced Layer
Once you have the Pixel installed, create Custom Audiences from: your school website visitors, people who watched 50%+ of your school video, and your existing parent database (uploaded as a Custom Audience). Then create a Lookalike Audience from your best leads — Facebook will find new parents who have similar profiles to your existing enrolled families.
One Targeting Setting to Always Turn Off
Advantage+ Detailed Targeting Expansion is turned on by default in newer campaigns. This allows Facebook to show your ads outside your defined interests. For hyper-local school campaigns, this almost always hurts performance. Turn it off manually every time you create an ad set.