The Core Audience
Facebook’s dominant cohort in Australia is 25–54. This isn’t a shrinking base — it’s an entrenched one.
These are people with spending power, established purchase habits and high repeat usage. They check Facebook daily, often multiple times, and they respond to offers with real commercial intent behind them.
The 65+ Factor
One of the most under-utilised audiences on Facebook is Australians over 65. This group adopted the platform years ago and hasn’t left.
They use it habitually — for news, community groups and staying connected. For businesses in health, finance, home services and travel, this cohort is commercially valuable and relatively uncontested.
What the Reach Numbers Actually Mean
Facebook’s Australian ad audience sits at around 17.7 million. That figure represents addressable reach, not guaranteed attention.
The platform rewards relevance. Creative that speaks directly to a specific segment’s situation consistently outperforms broad messaging — at a lower cost per result.
Gender and Device
Usage is broadly balanced across genders. Mobile dominates, which means creative needs to work vertically, with or without sound, and make its point in the first two seconds.
Platform Role
Facebook performs best at the bottom of the funnel — lead generation, local service enquiries, retargeting and social commerce.
It is not primarily a discovery platform in 2026. Trying to run awareness campaigns on Facebook the way you’d run them on TikTok or YouTube tends to underperform. Match the platform to the objective.
How ROI Helps Businesses Win on Facebook
ROI works with Australian businesses to close the gap between Facebook’s reach potential and actual commercial results.
That means audience segmentation built around intent signals, creative structured for mobile-first environments, and campaign architecture that maps to the full funnel — not just the top of it.
For businesses competing in high-intent categories like local services, finance or home improvement, ROI’s approach is designed to reduce cost per lead while increasing enquiry quality. The objective isn’t more reach. It’s more of the right people taking action.
