How to Use Lookalike Audiences to Scale Your Campaigns

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Once you have some solid data from your ads, one of the best ways to grow is by using lookalike audiences. They allow you to reach new people who are similar to your best customers—making scaling smarter and easier.

In this article, you’ll learn how lookalike audiences work, how to build them, and how to use them to increase conversions without wasting your ad budget.

What Is a Lookalike Audience?

A lookalike audience is a group of people that a platform (like Facebook or Google) creates based on your existing audience data.

It finds new users who share the same behaviors, interests, and demographics as:

  • Your customers
  • Website visitors
  • Leads
  • Video viewers
  • Page engagers

Think of it as cloning your best audience—but bigger.

Why Lookalike Audiences Are Powerful

  • Reach new people who are already likely to convert
  • Scale faster with better targeting
  • Improve cost per acquisition (CPA)
  • Work well for both leads and sales

They’re perfect for scaling after you’ve had success with a smaller core audience.

How to Create a Lookalike Audience on Meta

Step 1: Set Up a Custom Audience

You need a source audience first. Good options:

  • Website visitors (via Pixel)
  • Purchase events
  • Lead submissions
  • Video viewers (50%+ watched)
  • Instagram/Facebook engagement

The more data, the better. Aim for at least 100 people.

Step 2: Choose “Create Lookalike” in Ads Manager

  • Select your source audience
  • Choose the location
  • Pick your size (from 1% to 10%)

1% = closest match (higher quality)
10% = broader reach (larger audience)

Start with 1% for best performance, then test 2%–5% for scale.

Step 3: Use It in a New Campaign

Use your lookalike audience in a new ad set and test it against your original audience.

You can layer it with:

  • Age or gender filters
  • Language or location
  • Exclusions (like people who already converted)

Tips to Improve Lookalike Performance

  • Use high-quality source data (buyers > general visitors)
  • Split test multiple lookalike sizes (1%, 3%, 5%)
  • Exclude existing customers so you don’t double-target
  • Combine with fresh creatives tailored for cold audiences

Bonus: Lookalikes on Other Platforms

Google Ads:

  • Use Similar Audiences based on remarketing lists or conversions

TikTok Ads:

  • Lookalike audiences from engagement, leads, or custom events

LinkedIn:

  • “Lookalike” style targeting from matched audiences (company, job title, etc.)

Final Thoughts: Smart Scaling Starts with Smart Targeting

Lookalike audiences let you scale without starting from zero. They take what’s already working and expand it—giving you better results with less guesswork.

If you’ve already seen success with a small group, it’s time to use lookalikes and reach thousands more just like them.

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