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With 1.47 billion daily active users, Facebook offers a huge potential audience for advertisers. So huge, in fact, that it’s important to laser-target your ads to make sure you reach the Facebook users who are most likely to be interested in your business. This allows you to minimize your ad spend and maximize ROI. fMS’s utilization of Facebook ads have been very profitable for our clients.

Facebook Custom Audiences offer some of the best targeting available. They are highly defined groups of people who already have a relationship with your business, such as past customers, people who have visited your website, or people who have made a purchase at the club.

The Facebook Pixel

When a Facebook Pixel is added to your fMS website, anonymous visitors to your website are tracked by the pixel and added automatically into audiences. This enables you to keep track of Online store page visitors, Wedding Page Visitors, Customers that click Book a Tee time link, and more.

After we install your pixel and tracking begins, all of the visitors on your website will start to populate in your various audiences!

Lookalike Audiences

Facebook Lookalike Audiences can be used to reach people who are similar to your current customers. These groups increase the probability of attracting new golfers to visit your course and offer more value on ad spending.

Lookalike Audiences are formed based on source audiences. You can create a source audience (also known as a seed audience) using data from:

  • our foreUP database: You can either upload a .txt or .csv file, or copy and paste your information.
  • Website Visitors: To create a custom audience based on website visitors, you need to have Facebook Pixel installed. With Pixel, you create an audience of people who have visited your website, looked at a product page, completed a purchase, etc.
  • Engagement: An engagement audience is composed of people who engage with your content on Facebook or Instagram. Engagement events include video, lead form, canvas and collection, Facebook page, Instagram business profile, and events.
  • Offline activity: You can create a list of people who interacted with your business in person, by phone, or another offline channel.

Multiple Lookalike Audiences can be used at the same time for the same ad campaign. You can also pair Lookalike Audiences with other ad targeting parameters, such as age, gender, interests, or behaviors.


Geotargeting is essential because you won’t want to be advertising to Facebook users all over the United States.  Under normal circumstances, your prospects will be within an hours driving distance of the course. When fMS places ads, we range anywhere from 10 miles to 50 miles from your location.

Interest Targeting

It’s not a surprise that we are looking to serve up our ads to people interested in golf.  But through Facebook, we’ve discovered a few demographics that are also interested in golf courses.

Think individuals who have upcoming events and use keywords like “Upcoming Birthday” or “Newly Engaged.”

In this recent screenshot, Facebook offers over two million newly-engaged people that when combined with Geotargeting would narrow down to the wedding prospects near your club.

There’s another concept called the Super Audience where we combine some very powerful audiences together on your behalf.  This allows us to advertise to all of your current customers and visitors on your digital assets, including social media, website, and transactions at the golf course. 

It may be surprising, but Facebook is an extremely powerful marketing tool when you know how to use it. foreUP Marketing Services is dedicated to utilizing every available marketing channel, and we know how to make the most of them.

Not an fMS client? Get a demo today to learn what we can do for your marketing strategy.

Mark Farrow

Mark was a golf course owner-operator, a PGA Member for 24 years, served as executive director for the Florida Golf Course Owners Association, was the Director of Acquisitions at one of the largest golf management companies, and is passionate about growing revenues through digital marketing at foreUP.

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