How To Exclude Audience In Facebook Ads

Ever wondered how to sharpen the focus of your Facebook ads to zero in on the most pertinent audience? You’re in for a treat! In this article, I’ll be walking you through how to filter out certain audiences from your Facebook ads, enabling you to dedicate your advertising resources to those who are most important.

First and foremost, let’s start by understanding why excluding audiences can be beneficial. By excluding certain groups of people, you can avoid wasting ad spend on individuals who are unlikely to engage with your content or convert into customers. This can help you maximize your return on investment and ensure that your ads are reaching the right people.

Step 1: Identify the Audience to Exclude

The first step in excluding audiences is to identify who you want to exclude. This could be based on various factors such as demographics, interests, or behaviors. For example, let’s say you want to exclude existing customers from seeing your ad because you want to focus on acquiring new customers.

To do this, you can create a custom audience in Facebook Ads Manager consisting of your existing customers. This audience can be based on a variety of sources like customer email lists or website visitors.

Step 2: Create a Custom Audience

Once you have identified the audience you want to exclude, it’s time to create a custom audience. To do this, follow these steps:

  1. Go to the Audiences section in Facebook Ads Manager.
  2. Click on “Create Audience” and choose “Custom Audience.”
  3. Select the source of your custom audience, such as customer files, website traffic, or engagement on Facebook.
  4. Follow the prompts to upload your customer list or configure the audience based on other criteria.

By creating a custom audience, you can define the specific characteristics or criteria that you want to use to exclude people from seeing your ads.

Step 3: Exclude the Custom Audience in Your Ad Set

Now that you have your custom audience created, it’s time to exclude them from seeing your ads. Here’s how:

  1. In Facebook Ads Manager, navigate to the Ad Set level of your campaign.
  2. Scroll down to the “Audience” section and click on “Edit Audience.”
  3. Under the “Custom Audiences” tab, select the custom audience you want to exclude.
  4. Click on the “Exclude” button next to the custom audience.

And just like that, you have successfully excluded a specific audience from seeing your Facebook ads. This can be particularly effective when you want to segment your audience and target different groups with tailored messaging.

Step 4: Monitor and Optimize Your Excluded Audience

Once you have excluded an audience in your Facebook ads, it’s important to monitor and optimize the performance. Keep an eye on your ad metrics to see how excluding certain audiences impacts your campaign’s effectiveness.

You may find that excluding certain audiences improves your overall ad performance by focusing your efforts on the most relevant and engaged users. On the other hand, you may discover that excluding certain groups leads to missed opportunities or a decrease in ad reach.

It’s important to regularly analyze the data and make adjustments as needed to ensure that you are effectively excluding audiences without excluding potential valuable customers.


Excluding audiences in Facebook ads is a powerful strategy to refine your targeting and reach the most relevant audience for your business. By following the steps outlined in this article, you can effectively exclude specific groups of people, allowing you to optimize your ad spend and improve campaign performance.

Remember to regularly monitor and optimize your excluded audience to ensure that you are achieving the desired results. With a thoughtful approach, excluding audiences can be a valuable tool in your Facebook advertising arsenal.