Lookalike audience
Definition
A lookalike audience is a Meta ad audience built by giving Meta a list of people or companies you already do business with and asking it to find others with similar characteristics.
A lookalike audience is a Meta ad audience built by giving Meta a list of people or companies you already do business with and asking it to find others with similar characteristics.
The quality of a lookalike depends entirely on what you seed it with, and most B2B advertisers seed it with the wrong thing.
Seeding from website visitors gives Meta a model of people who browsed, which includes competitors, job seekers, and students. Seeding from lead form fills gives it a model of people who fill out forms. Seeding from closed-won customers, exported from the CRM, gives it a model of the companies that actually pay you, and that's the only version worth running for B2B.
An example
An MSP exports its 140 current clients from its billing system, matches them to Meta by domain and contact, and builds a 1 percent lookalike within its metro. Meta finds a few thousand people at companies that resemble the ones that pay the MSP every month. That audience finds the companies the buying signals missed.
How we use it
As the third audience on every Meta program, behind the signal audience and the retargeting audience. It's the widest of the three and the one that produces the fewest meetings per dollar, but it catches companies that never posted a job or filed a permit.
Related terms
Signal audience · Custom audience · Retargeting · Cost per booked meeting
If you want this run for you, see our Meta and Facebook ads agency, or Facebook ads for MSPs.
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