Audiences
Lookalike audience
An audience of people who resemble a source list, such as existing customers, found by the ad platform.
What it is
Meta calls them lookalike audiences, Google uses lookalike segments in Demand Gen, and LinkedIn offers predictive audiences.
Why it matters
For lead generation and e-commerceThey extend what works with known customers to new people at scale.
In practice
Start from a source of high-value customers or qualified leads rather than all visitors.
A common mistake
Seeding them with every lead, including poor ones, so the platform finds more people like the poor ones.
All terms