Facebook Lookalike audiences are definitely the audiences to target to get the best results. All you need to take care of is that the audience size you choose is large enough (>1 Million). 

These audiences can then be narrowed using exclusions depending on your industry, market, affinities and business.

Now let’s quickly create your first lookalike audience on Facebook/Meta.

• In left side menu, click  All Tools>Audiences

Start by creating a Custom Audience as a base to create Lookalike Audience

• Click on Create Audience>Custom Audience
• Choose Customer List

• Use the following data points for customer list 

• Choose the option of uploading with value or no value
• Map the identifiers, the click on Upload and Create

Now to create a lookalike audience for a customer list

• Choose a source audience

• Choose the number of lookalikes and percentage size
• Narrower is more accurate

• Click on create Audience

Always split your upload customer match lists by segments, countries and even product/service type if you have a large customer base. This will help you target based on your sales segment.

In B2B marketing campaigns, Meta or Facebook works really well for small business. Even if you try to target upmarket, you’ll end up getting majority of the leads from small business segment.

On the other hand, this works really well in B2C where your target audience will complete the transaction on your website and Facebook will have better first party data to curate lookalike audiences. Thus, Facebook lookalike audiences will provide your the best RoAS amongst all targeting capabilities in Meta Ads.

Now comparing Facebook and Google Ads lookalike audiences based on performance. In my experience, both are very similar in performance in B2C industry. However, Facebook wins by getting better lead quality in B2B campaigns.

Pro tip: Create multiple lookalike audiences of each custom list for every one percent. Then target multiple audiences in a single ad set in your campaigns. When analyzing your campaigns, you can breakdown the results by audiences to find out which audiences are performing the best.

Mindless helps businesses get the best performance out of their Google Ads account. We have helped our B2C clients achieve 20x return on ad spend and B2B clients lower CPL by 20% while improving lead quality and funnel conversion rates. We have managed over USD 60M in ad spend across Google Ads, Facebook/Instagram Ads, LinkedIn Ads and other digital marketing campaigns. If your business is facing a challenge in optimizing Google Ads or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

You can also mail us on sales@mindless.digital for any queries.

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About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

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