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Performance Marketing
Performance Marketing
What is Lookalike Audience?
A Lookalike Audience is an ad targeting group built by an ad platform to resemble an existing set of customers or leads, letting advertisers reach new people with similar traits and behaviors.
Who Is It For?
Lookalike audiences are built by paid media teams looking to scale reach beyond audiences they already know.
How Is It Used?
They’re used to expand paid campaigns to new prospects who resemble a company’s best customers, using the platform’s own modeling.
- Seed the lookalike from a high-quality customer list rather than all leads
- Test different similarity thresholds to balance reach and relevance
- Refresh seed lists regularly as the customer base evolves
- Compare lookalike performance against other prospecting audiences
Related Terms & Concepts
Frequently Asked Questions
What makes a good seed audience for a lookalike?
A list of your best customers — high retention and expansion — usually outperforms a broad list of every lead, since the model learns from quality signals.
Do lookalike audiences work for B2B?
Yes, though B2B audiences are smaller and platform data is less rich than in consumer categories, so results vary and testing matters.
