Lookalike audiences
Also known as: lookalike audience
In short
Lookalike audiences are groups of people or companies that share characteristics with a seed list you provide, such as your best customers. Ad and marketing platforms generate them so you can target new audiences that look like the ones who already converted.
The term is mostly used in paid media. It is closely related to lookalike companies, but a lookalike audience is a targeting segment inside a platform, while lookalike companies are accounts you can research and work directly.
How lookalike audiences work
You upload or select a seed list, and the platform compares its members with its wider user base using the signals it holds. It returns a larger group ranked by similarity. You then choose how closely to match, trading precision for reach.
How to build a good lookalike audience
Choose the right seed
Use customers you want more of, such as high-retention accounts, not every signup. A seed of mixed quality produces a mixed audience.
Size the seed sensibly
Too few records gives a noisy model; each platform sets its own minimums. Check its documentation for the current requirements.
Start tight, then widen
Begin with the closest match and expand only if reach is too small. Compare results at each level before spending more.
Lookalike audiences in B2B
B2B has a particular limit: ad platforms mostly model individual users, while you sell to companies. Matching can drift toward the wrong industries or seniority levels. Layer firmographic filters, such as company size or industry, on top of the audience, or build the audience from an account list.
Common mistakes
- Seeding with the wrong group: Using all leads instead of closed-won customers teaches the model the wrong pattern.
- Ignoring ICP fit: A lookalike is only as good as the seed. Check the output against your ICP.
- No holdout comparison: Test against a basic targeting set to see whether the lookalike actually performs better.
Lookalike audiences FAQs
What is a lookalike audience?
A lookalike audience is a group of people or companies that share traits with a seed list you provide, usually your best customers. Ad platforms build it so you can reach new prospects who resemble people who already converted.
How do you create a lookalike audience?
Choose a seed list of your best customers, upload it to the ad platform, and select the similarity level you want. Start with the closest match, test performance, and widen the audience only if reach is too limited.
Do lookalike audiences work for B2B?
They can, but with limits, because platforms model individual users rather than companies. Adding firmographic filters, or building the audience from a vetted account list, usually improves relevance for B2B campaigns.
What is the difference between lookalike audiences and lookalike companies?
A lookalike audience is a targeting group inside an ad platform, mostly made of individuals. Lookalike companies are accounts similar to your best customers that you can research, list, and approach directly through outbound or account-based programs.
