Lookalike Audience
A targeting feature that finds new users who share characteristics with an existing audience of customers or high-value users.
Full definition
Lookalike audiences (called Similar Audiences on Google, now transitioned into AI-powered targeting) allow advertisers to reach new people who resemble their best customers. On Meta Ads, you define a source audience (e.g. your customer list, website visitors, or high-LTV customers) and choose a lookalike percentage (1%–10% similarity). A 1% lookalike is the most similar to your source and typically converts best; higher percentages cast a wider net with lower similarity. Lookalike audiences are one of the most effective prospecting tools in paid social because they leverage first-party data patterns rather than interest-based assumptions. Their effectiveness depends heavily on the quality and size of the source audience.
Real-world example
A subscription box company uploads their list of 5,000 highest-LTV customers as a source audience and creates a 1% lookalike. The lookalike campaign delivers 3.2× ROAS versus 1.9× for interest-based targeting.
Related terms
Advertising to users who have previously visited your website or interacted with your brand.
Read definitionThe cost of 1,000 ad impressions, used as the pricing model for display and social media advertising.
Read definitionThe psychological phenomenon where people follow the actions of others — used in marketing through reviews, testimonials, and follower counts.
Read definitionThe average cost spent on advertising to acquire one customer or conversion.
Read definitionReady to apply this to your business?
Build a custom digital marketing proposal in 60 seconds. We scope the right strategy for your market, industry, and growth goals.
Build my proposal