A new detailed targeting category, In-market categories, has appeared in some Facebook Ads ad accounts.

With it, you can target people who are currently searching for and researching specific products or services and considering a purchase. Essentially, this is a hotter audience with high purchase intent.

In terms of how it works, this is similar to In-market in Google Ads, where you can find users whose recent browser and search behavior indicates they are considering buying a specific product or service.

In-market categories includes individual categories such as cars, electronics, education, entertainment, clothing, food, health, home goods, and others.

The feature is still being tested and is not available to everyone. In accounts where it has appeared, you can test In-market categories until November 2, 2026.

For now, it is unclear how the results of this targeting will differ from standard optimization for leads and sales. It is also interesting whether it will help find more buyers beyond already warmed-up audiences and how it will perform compared with broad targeting.