How To Target Ofw In Facebook Ads

OFWs, also known as Overseas Filipino Workers, are a crucial group that numerous businesses seek to serve. Thanks to Facebook’s extensive advertising capabilities, connecting with OFWs has become more convenient than ever before. Read on for tips on effectively targeting OFWs in your Facebook Ad campaigns.

1. Understand Your Audience

Firstly, you need to understand the OFW demographic. Ask yourself, “What are their needs, interests, and challenges?” Having a deep understanding of your audience helps you create a relevant ad campaign that resonates with them.

2. Use Facebook’s Ad Creation Tool

Facebook’s ad creation tool is a powerful feature that allows you to target specific demographics. Navigate to the ‘Audience’ section in the ad creation tool, and here you’ll see options for locations, age, gender, languages, and detailed targeting.

3. Set Geographic Locations

To target OFWs, you need to set the geographic location of your ads. Set the location to ‘People living in or recently in this location’ and add the countries where most OFWs are located such as UAE, Singapore, USA, Canada, etc.

4. Utilize Detailed Targeting

Detailed targeting is where you can get really specific with your audience. In the ‘Detailed Targeting’ section, you can target individuals based on demographics, interests, and behaviors. Consider adding ‘Filipino’ under demographics and ‘Expats’ under behaviors.

5. Optimize and Monitor Your Ads

Lastly, remember to optimize and monitor your ads. Keep an eye on your ad’s performance and make necessary adjustments to improve its effectiveness.


Targeting OFWs in Facebook ads can be a powerful strategy to reach out to this significant demographic. Keep in mind the importance of understanding your audience, setting the right locations, and utilizing detailed targeting. With these steps, you’ll be well on your way to creating effective Facebook ads for OFWs.