Until recently, if you wanted to run a Facebook Local Awareness campaign, you could only narrow your target audience down to Male or Female and age range.
Fortunately, this has changed. Recently Facebook made all the other targeting options that make Facebook Ads so awesome, available for use on Local Awareness campaigns from with the Power Editor.
This change makes Local Awareness campaigns so much more powerful than before.
I used to recommend these kinds of campaigns only to hospitality type businesses who rely on local walk in traffic, but this change opens up Local Awareness ads to many other types of businesses. So much so, that I now run them for my own consulting business.