A new option has appeared in Detailed targeting that lets you reach people who are actively researching and considering specific products or services.
In practice, this means you can target a segment of your audience with a higher intent to buy. It works in a similar way to in-market audiences in Google Ads, where the system looks at someone’s recent search and browsing behaviour to judge whether they’re getting ready to make a purchase.
You’ll find In-market categories in the Detailed targeting search, sitting above Demographics and Interests. Once you open it, you can browse categories such as Fashion & Apparel, Home & Garden, Local Services and Pets, or describe your audience and let Meta suggest relevant ones.
The feature is still in testing, so not every advertiser has it yet. If it has already appeared in your account, you can only test it until 2 November 2026.
It isn’t clear yet how this targeting differs from optimising for conversions at the bottom of the funnel. It would make the most sense if it helps bring in sales from people outside your warm audiences, so it’s worth comparing against broad targeting and your usual lead or sales optimisation if you have access.
