Best Custom Audiences for Facebook Ads in Nigeria (And How to Actually Use Them)

Let’s be honest. Running Facebook ads in Nigeria can be very frustrating. You boost a post with hope, spend ₦5k or ₦10k, and still, nobody buys. Maybe you get likes, maybe some shares, maybe even a few “How much?” comments. But when it comes to actual results like money, sales, or serious leads, silence.

If that’s you, you’re not alone. The problem is not always your product or even your ad. Most times, you’re simply showing the ad to the wrong people.

That’s where custom audiences come in. If you’ve never used them before, or you’ve been using them wrongly, this post will open your eyes. We’ll go through the best custom audiences you can use for Facebook and Instagram ads in Nigeria, why they work, and how to set them up to get better results.

No fluff, just real tips that actually work here.

First, What’s a Custom Audience?

Think of it like this. Instead of shouting to the whole market, you’re calling the people who’ve shown interest before. Custom audiences let you do that.

You can target:

• People who visited your site
• People who saved your post
• People who watched your video
• People who messaged you on WhatsApp or Instagram
• Even people on your contact list

And yes, Facebook allows you to create ads specifically for these people.

Now let’s talk about the best ones for Nigeria.

1. Your WhatsApp Contact List

Let’s not pretend. WhatsApp is where most business happens in Nigeria. People will view your ad on Facebook or Instagram, but they’ll message you on WhatsApp to ask questions, haggle price, or place orders.

If you’ve ever collected numbers through WhatsApp chats, saved customers, or received inquiries, you can use those same numbers to run ads.

How:

• Export the numbers using Google Contacts or WhatsApp tools
• Save in Excel or Google Sheets
• Upload as a “Customer List” in Facebook Ads Manager

Example:

Maybe you sell hair or perfumes. You can run a retargeting ad like:

“Hi Queen, still thinking about that 20-inch bone straight? Get ₦2,000 off this week.”

That’s more personal than running a cold ad to strangers.

2. Instagram Engagers

If someone liked, saved, commented, or shared your Instagram post, they’re not just a ghost follower. That’s someone showing interest. Why not follow up?

Instead of trying to target fresh strangers every time, create an audience of people who’ve interacted with your page in the last 30 or 60 days.

Why it works:

They already know you. You don’t need to beg for attention. You just need to give them a reason to buy.

3. People Who Watched Your Video (At Least 50 Percent)

Here’s the truth. If someone watched 50 percent or more of your video, they’re interested. In a country like Nigeria where data is gold, people don’t just watch long videos for fun. That person is paying attention.

You can retarget them with another ad, maybe one that makes them take action.

Example:

If you run a real estate page and post videos of apartments or land, retarget those viewers with:

“Loved what you saw? Let’s schedule a free site visit this week. No commitment.”

4. Facebook Page Engagers

Even if Facebook isn’t as hot as Instagram anymore, plenty of people still use it. This is especially true in local communities, churches, and small towns. And trust me, older people still love Facebook.

If someone reacts to your post, messages your page, or follows you, you can reach them again using a custom audience.

Great for:

• Tutors and school ads
• Local product sellers
• Religious content or businesses

5. Website Visitors (If You Have a Site and Pixel)

Do you have a website or a landing page built with WordPress or Carrd? If yes, install your Facebook Pixel. This small code helps Facebook track people who visit your site.

Then you can run follow-up ads to:

• People who visited your product page
• People who almost bought but stopped
• People who read your blog post

Example:

“Still thinking about that bag you checked out? Buy now and get free delivery in Lagos.”

6. Lookalike Audiences Based on Nigerian Data

This one is gold if you already have a customer base.

Let’s say 300 people have bought from you. You can tell Facebook to find you more people like these buyers.

Facebook will then analyze behavior, interest, and location to find people who are likely to act like your real customers.

But the key is, don’t use foreign data. If your buyers are in Nigeria, build your lookalike audience from that Nigerian data. Avoid using old US or UK lists you scraped online.

7. App Installers and Users (If You Have an App)

This one applies if you run a fintech app, e-learning platform, betting site, or any mobile-based service.

With Meta SDK inside your app, you can track actions like:

• Who installed your app
• Who registered but didn’t fund wallet
• Who added items but didn’t checkout

You can retarget these users with juicy offers, welcome bonuses, or reminders.

8. Email List (Still Works If You Collected It Well)

Email might not be the king in Nigeria, but if you’ve been collecting emails through freebie offers or newsletter signups, don’t waste it.

You can upload those emails to Facebook and run retargeting ads.

It won’t work if they used fake emails, but if you collected good ones through payment or events, it can perform very well.

9. Messenger Audience

Lots of Nigerians message Facebook pages to ask questions, make jokes, or send “Is this still available?” messages.

Facebook lets you retarget people who messaged your page, whether they bought or not.

You can hit them with a friendly reminder like:

“Hey, just checking in. Are you still interested in that 42-inch LG TV?”

10. Purchase-Based Custom Audience

If you’ve had people buy from you in the past, whether online or offline, you can use their data to create a custom audience. This is your most valuable list.

People who have bought before are more likely to buy again than random strangers.

Create an audience using:

• Data from your Pixel if they bought online
• Data from POS or offline records uploaded manually

Then retarget them with:

• New arrivals
• Bundle offers
• Loyalty discounts

Bonus Tips for Better Results in Nigeria

Here are a few things we’ve learned that work really well when running Facebook ads in Nigeria:

1. Don’t Be Too Broad

Try not to target everyone in Lagos or everyone between 18 and 45 years old. Narrow it down. Use your custom audience to keep things focused.

2. Speak Like a Nigerian

Use simple language. Add pidgin if your brand tone allows it. Use Yoruba, Hausa, or Igbo if it fits. Don’t sound like a foreign brand if your product is local.

3. Combine Audiences

You can layer things like Instagram engagers, WhatsApp contacts, and recent website visitors. That gives you stronger signals and better results.

4. Refresh Your List Often

Don’t just run one campaign for three months. People move on. Refresh your custom audiences every few weeks, especially for time-sensitive products.

Final Words

Custom audiences are not magic. But when used right, they can save you money, improve your ad performance, and help you reach people who are already close to buying.

Instead of always shouting to strangers, start talking to people who already paid attention.

Try it today. Upload that WhatsApp list. Create that Instagram engagement audience. Set up a video views custom audience. Run a small campaign and watch your results improve.

If you’re serious about running profitable ads in Nigeria, custom audiences are your shortcut.