Age and gender targeting for trade services

For most home trade services, gender targeting adds little value and can quietly shrink your reach for no real benefit — household decisions about hiring a plumber or electrician aren't reliably split along gender lines, and Meta's own data on this tends to be a weak signal. Leaving gender open to "all" is usually the right call.

Age is a more useful lever. Homeownership correlates with age, so excluding the youngest bracket (18–24) for services aimed squarely at homeowners is a reasonable, low-risk narrowing that rarely hurts and often modestly improves lead quality.

Beyond that, resist the urge to over-specify. The more filters stacked on top of each other, the smaller and more expensive the remaining pool gets — each additional narrowing should earn its place by clearly improving lead quality, not just because it feels more targeted.