Solved: Interest Targeting Ideas for Homeowners on Facebook

Hi there,

Thanks for your enquiry about targeting homeowners for your water purifier systems. I've had a look at the interests you're considering and can offer a few thoughts based on my experience running these sorts of campaigns. It's a common challenge to get the targeting right, and the initial approach of using very broad interests can often burn through cash quickly without hitting the right people.

I'm happy to give you some initial guidance on how I'd approach this. It's less about finding a single "magic" interest and more about understanding the different types of people who'd actually buy a purifier and building a proper strategy around them. Let's get into it.

We'll need to look at your current targeting strategy...

Alright, so let's look at the interests you've picked out. It's a logical starting place, but it's where most people go wrong and end up spending a fortune with little to show for it.

• Home (Home & Garden): This audience is massive, nearly a billion people. It includes renters who dream of owning a home, people who just like interior design photos, DIY enthusiasts, and everyone in between. The vast majority have absolutely no interest in water purification right now. You're basically shouting into a stadium hoping the one person who needs you will hear.
• Home appliances: A bit better, but still incredibly broad. This includes people searching for a cheap microwave, a new toaster, or a fancy coffee machine. The intent to purchase a high-consideration item like a water purifier just isn't there for most of this audience.
• First-time buyer: This is the most promising of the three, but it still has flaws. A first-time buyer is often overwhelmed. They're dealing with mortgages, solicitors, buying furniture, painting walls... water quality is probably low on their priority list unless they have a very specific reason to be concerned. It's a maybe, but not a strong buying signal on its own.

The fundamental issue here is that you're targeting a demographic (homeowners) instead of a psychographic (people with a problem). Being a homeowner doesn't automatically mean you want a water purifier. The real question is, why would a homeowner want one? The answer to that is the foundation of a succesful campaign.

I'd say you need to identify your customer's nightmare...

Forget 'homeowner' for a second. Your Ideal Customer Profile (ICP) isn't a demographic; it's a person in a specific, urgent, and often expensive 'problem state'. Your job is to find people experiencing that nightmare and show them you have the cure. For water purifiers, I can see a few distinct nightmares:

1. The Health-Conscious Parent: Their nightmare is finding out the tap water they give their kids is full of contaminants like lead, chlorine, or microplastics. They read health blogs, buy organic food, and worry constantly about their family's wellbeing. They don't just want clean water; they want peace of mind. Their motivation is protection.

2. The Hard Water Sufferer: Their nightmare is a daily battle with limescale. It's ruining their new kettle, clogging their shower head, leaving spots on their dishes, and making their skin and hair feel dry and awful. They are frustrated and actively looking for a solution to a tangible, visible problem. Their motivation is relief from annoyance.

3. The Self-Sufficient Homesteader: Their nightmare is a loss of control. They are concerned about the municipal water supply, potential contaminations, or simply want to be more independent. They might be into prepping, homesteading, or just value security and quality. Their motivation is self-reliance.

These three people are all homeowners, but their reasons for buying are completely different. A single ad with a generic message will fail to connect with any of them. You need to treat them as seperate audiences and speak directly to their specific pain.

You probably should build your ads around these nightmares...

Now that we have our ICPs, we can build targeting and ad copy that resonates. You'll want to create seperate campaigns or ad sets for each of these groups.

For the Health-Conscious Parent:

• Targeting: You'd layer interests. Start with homeowner demographics, then add interests like `Whole Foods Market`, `Organic food`, `La Leche League`, parenting magazines, or followers of wellness influencers. The key is finding interests that a typical consumer wouldn't have.
• Ad Copy (Problem-Agitate-Solve): "(Problem) Is your tap water truly pure? Studies show common contaminants like chlorine and lead can be present. (Agitate) For growing children, you want to eliminate every risk. Don't let unseen chemicals compromise their health. (Solve) Our 5-stage purification system removes 99.9% of impurities, giving you peace of mind with every glass."

For the Hard Water Sufferer:

• Targeting: This is where geographic targeting becomes your best friend. Research and target specific postcodes or regions in the UK known for having very hard water. You can find these maps online easily. Then, within those areas, you can layer interests like `Home improvement`, `Good Housekeeping`, or even brands of appliances that are susceptible to limescale.
• Ad Copy (Before-After-Bridge): "(Before) Your kettle is caked in limescale, your shower screen is always cloudy, and your skin feels dry and itchy. Sound familiar? (After) Imagine sparkling clean appliances, spotless glassware, and softer skin and hair, without the endless scrubbing. (Bridge) Our whole-home water system is the bridge to a limescale-free life. See how it works."

You need to stop selling a water purifier and start selling the solution to a nightmare. No one wakes up wanting to buy a complex piece of plumbing. They wake up wanting to solve a problem that's bothering them. Your ads need to prove you understand that problem better than anyone else.

You'll need a way to work out what you can afford to pay...

One of the biggest questions is always "how much should a lead cost?". The real question should be "how much can I afford to pay for a customer?". This is where understanding your Customer Lifetime Value (LTV) is so important. It frees you from chasing cheap, low-quality leads and allows you to invest confidently in acquiring valuable long-term customers.

Let's break down the maths. A healthy business model often aims for a 3:1 ratio between LTV and Customer Acquisition Cost (CAC). This means for every £1 you spend to get a customer, you should expect to get £3 back in profit over their lifetime.

Use the calculator below to get a rough idea of your numbers. A water purifier system is a one-off purchase, but the "lifetime" could include filter replacements and service plans. For a one-off sale, you can set the 'Customer Lifespan' to 1 year and the 'Monthly Churn' will effectively be 100% after that period, basing the LTV on the initial sale's profit.

When you know you can afford to spend, say, up to £500 to acquire a customer and still be very profitable, a lead cost of £30 or £50 from a highly targeted campaign doesn't seem so scary anymore, does it? It's an investment, not an expense.

This is the main advice I have for you:

To pull this all together, here's a table of my main recommendations. This is a strategic shift from what you're doing now, focusing on precision and relevance over sheer volume. It requires more thought upfront, but the payoff is significantlly better.

This is obviously a lot to take in, and implementing it properly takes time and experience. Moving from simple interest targeting to a multi-faceted, persona-based strategy is a significant step up. You're not just running ads anymore; you're building a proper customer acquisition system.

If you get the foundations right—the ICP, the message, the offer—your paid advertising can become a predictable and scalable engine for growth. But if any of those peices are weak, you'll just be throwing money away, no matter how clever your targeting is.

If you'd like to go over how this could apply specifically to your business in more detail, we offer a free, no-obligation initial consultation. We can look at your website, your current setup, and map out a concrete plan. It's often helpful to have an expert eye on things to spot opportunities you might have missed.

Hope this helps!

Regards,

Team @ Lukas Holschuh