What is a Lookalike Audience + How to Use Them in Ads
Lookalike audiences expand reach by matching new users to your existing customers. See what they are, how they work, and where to use them in digital ads.
Glossary
1
min read
What Is a Lookalike Audience?
A lookalike audience is a targeting method in programmatic and social advertising that helps brands reach new people similar to their best existing customers. Platforms analyze a “seed” audience—such as past purchasers, site visitors, or high-value leads—to find users with matching traits like demographics, behaviors, or interests.
How Lookalike Audiences Work
Seed audience: Built from customer data, CRM lists, or engagement activity.
Algorithm matching: Ad platforms identify new individuals who “look like” the target audience.
Scalable targeting: Advertisers can choose smaller audiences for precision or larger ones for broader reach.
Why Lookalike Audiences Matter
Lookalike audiences enable marketers to scale campaigns efficiently while maintaining high relevance. Whether through Facebook lookalike audiences, LinkedIn lookalike audiences, or similar tools across Google and other platforms, this method improves ROI by focusing spend on users most likely to convert.
By modeling your best customers, lookalike audiences expand reach, reduce wasted impressions, and accelerate growth with smarter targeting.
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