Meta Ads audience in Bulgaria: Broad 18+ plus Shoppers, Travelers, Parents, and Tech segments
Data source for audience estimates in Bulgaria
The data was retrieved via the Meta Marketing API and may differ from the audience forecast shown in Ads Manager. The tables reflect the minimum available audience estimate for Advantage Placements, with no overlap with any additional targeting layers.
These figures are useful for planning technical reach (how many accounts can potentially be reached). In practice, this type of estimate is often directionally comparable to the Reach you see in the ad account, but converting “users” into an estimate of real people (not accounts) requires separate calibration and transformation.
Table of contents
Bulgaria: overall Meta Ads audience profile
Broad audience 18+ (All Broad): 3,998,700
In Bulgaria, the reachable Meta Ads audience in this dataset is close to gender-balanced with a slight female lead (Female: 2,070,200; Male: 1,928,500). By age, the largest band is 55+ (1,024,600), followed by 25–34 (939,700) and 35–44 (793,100). The remaining bands are 45–54 (727,600) and 18–24 (513,700).
Across segment penetration within Broad, Engaged Shoppers is extremely strong in Bulgaria in this dataset (Share of Broad: 63.95%) and increases steeply from 18–24 into 35+. Frequent International Travelers is smaller overall (Share of Broad: 41.19%) and peaks in 35–44 and 45–54. Parents (All) represents a meaningful share of Broad (Share of Broad: 16.32%) and concentrates in 35–54. Technology Early Adopters remains a small but usable signal segment (Share of Broad: 1.94%).
Broad audience 18+ in Bulgaria across Facebook and Instagram
This is the baseline reachable Facebook and Instagram audience in Bulgaria for ages 18+ with Advantage Placements, with no additional filters. It is the reference point used to compute “Share of Broad” for every other segment.
Estimating potential reach, Broad audience 18+ in Bulgaria (Facebook & Instagram)
| All Broad 18+ | 18-24 | 25-34 | 35-44 | 45-54 | 55+ | Total |
|---|---|---|---|---|---|---|
| Female | 269,200 | 451,500 | 388,500 | 370,500 | 590,500 | 2,070,200 |
| Male | 244,500 | 488,200 | 404,600 | 357,100 | 434100 | 1,928,500 |
| Total | 513,700 | 939,700 | 793,100 | 727,600 | 1,024,600 | 3,998,700 |
Engaged Shoppers in Bulgaria
Segment size: 2,557,000. Share of Broad: 63.95%.
Engaged Shoppers in Bulgaria skews female in this dataset (Female: 1,400,400; Male: 1,156,600). Penetration rises from 47.11% in 18–24 to 57.23% in 25–34, then increases further in 35–44 (67.97%) and peaks in 45–54 (70.33%). It remains similarly high in 55+ (70.90%). For planning, this is a very dense “shopping intent” layer across 35+ cohorts in this dataset.
Estimating potential reach, Engaged Shoppers in Bulgaria (Facebook & Instagram)
| Engaged Shoppers, 18+ | 18-24 | 25-34 | 35-44 | 45-54 | 55+ | Total |
|---|---|---|---|---|---|---|
| Female | 130,200 | 274,200 | 281,600 | 275,400 | 439,000 | 1,400,400 |
| Male | 111,800 | 263,600 | 257,500 | 236,300 | 287400 | 1,156,600 |
| Total | 242,000 | 537,800 | 539,100 | 511,700 | 726,400 | 2,557,000 |
| Share of Broad | 47.11% | 57.23% | 67.97% | 70.33% | 70.90% | 63.95% |
Frequent International Travelers in Bulgaria
Segment size: 1,647,100. Share of Broad: 41.19%.
Frequent International Travelers in Bulgaria is close to gender-balanced with a slight female lead in this dataset (Female: 851,900; Male: 795,200). Penetration rises from 30.64% in 18–24 to 40.82% in 25–34, then increases in 35–44 (46.07%) and peaks in 45–54 (46.51%). It declines in 55+ (39.26%). For planning, this suggests a travel signal most concentrated in 35–54 in this dataset.
Estimating potential reach, Frequent International Travelers in Bulgaria (Facebook & Instagram)
| Frequent International Travelers, 18+ | 18-24 | 25-34 | 35-44 | 45-54 | 55+ | Total |
|---|---|---|---|---|---|---|
| Female | 78,400 | 178,800 | 180,000 | 175,200 | 239,500 | 851,900 |
| Male | 79,000 | 204,800 | 185,400 | 163,200 | 162800 | 795,200 |
| Total | 157,400 | 383,600 | 365,400 | 338,400 | 402,300 | 1,647,100 |
| Share of Broad | 30.64% | 40.82% | 46.07% | 46.51% | 39.26% | 41.19% |
Parents (All) in Bulgaria
Segment size: 652,600. Share of Broad: 16.32%.
Parents (All) in Bulgaria is concentrated in the 35–54 bands in this dataset. Penetration is minimal in 18–24 (0.39%) and rises in 25–34 (2.87%), then increases sharply in 35–44 (25.19%) and peaks in 45–54 (34.84%). It declines in 55+ (16.62%). This is best read as a signal of how Meta classifies “Parents (All)” within this targeting definition, rather than a direct proxy for parenthood rates in Bulgaria overall.
Estimating potential reach, Parents (All) in Bulgaria (Facebook & Instagram)
| Parents (All) | 18-24 | 25-34 | 35-44 | 45-54 | 55+ | Total |
|---|---|---|---|---|---|---|
| Female | 1,000 | 24,100 | 145,600 | 170,300 | 125,500 | 466,500 |
| Male | 1,000 | 2,900 | 54,200 | 83,200 | 44800 | 186,100 |
| Total | 2,000 | 27,000 | 199,800 | 253,500 | 170,300 | 652,600 |
| Share of Broad | 0.39% | 2.87% | 25.19% | 34.84% | 16.62% | 16.32% |
Technology Early Adopters in Bulgaria
Segment size: 77,500. Share of Broad: 1.94%.
Technology Early Adopters in Bulgaria skews slightly male in this dataset (Female: 36,500; Male: 41,000). Penetration rises from 1.30% in 18–24 to 1.61% in 25–34, then increases in 35–44 (2.32%). It remains similar in 45–54 (2.30%) and 55+ (2.01%). In planning, this segment is typically treated as a signal layer for testing tech and innovation positioning rather than a primary scaling pool.
Estimating potential reach, Technology Early Adopters in Bulgaria (Facebook & Instagram)
| Technology Early Adopters, 18+ | 18-24 | 25-34 | 35-44 | 45-54 | 55+ | Total |
|---|---|---|---|---|---|---|
| Female | 2,900 | 6,200 | 8,300 | 7,600 | 11,500 | 36,500 |
| Male | 3,800 | 8,900 | 10,100 | 9,100 | 9100 | 41,000 |
| Total | 6,700 | 15,100 | 18,400 | 16,700 | 20,600 | 77,500 |
| Share of Broad | 1.30% | 1.61% | 2.32% | 2.30% | 2.01% | 1.94% |