How to Build Lookalike Audiences That Work

Meta Ads are powerful, but targeting the right people is the real challenge. That’s where Lookalike Audiences come in. They allow you to reach new people who are similar to your best customers. But here’s the catch — not all lookalikes perform well. If your source audience is weak or your setup is wrong, you’ll waste budget.

In 2025, with competition rising, building lookalike audiences that actually work is the key to scaling profitably. Let’s see how to do it right.

1. Start With a Strong Source Audience

The quality of your lookalike depends on your source. Use:

1. Past buyers (best option).
2. High-intent leads (form submissions, WhatsApp chats).
3. Engaged audiences (video viewers, Instagram engagers).
4. Avoid using cold traffic or random lists — they won’t give accurate lookalikes.

2. Use the Right Size Percentage

1. 1% Lookalike = Closest match (high quality, smaller reach).
2. 3–5% Lookalike = Balanced reach and accuracy.
3. 10% Lookalike = Wider reach, less accuracy.
4. Start with 1% for testing, then scale with 3–5%.

3. Segment by Value

Not all customers are equal. If possible, create lookalikes of high-value customers (those who spent more or purchased multiple times). This brings better ROI than just “all customers.”

4. Combine With Broad Targeting

Don’t rely only on lookalikes. Test them alongside broad targeting. Sometimes broad + strong creatives perform better, and sometimes lookalikes win.

5. Keep Updating Source Data

Customer behavior changes. Refresh your source audience every 30–60 days to keep lookalikes accurate and effective.

6. Test Multiple Lookalike Types

1. Purchasers LLA (best for scaling).
2. Add-to-Cart LLA.
3. Video Viewer LLA.
4. Page Engager LLA.
5. Each behaves differently — test them to see which brings cheaper conversions.

7. Use Layering Smartly

Instead of narrowing lookalikes with too many interests, let Meta optimize freely. If you want, only layer with broad filters like age or location.

Common Mistakes to Avoid

1. Using too small a source audience (less than 500 people).
2. Creating lookalikes from weak data (like random website visitors).
3. Not refreshing data regularly.
4. Expecting instant results without testing multiple variations.

Lookalike audiences are one of the most powerful tools for scaling, but only if built correctly. With strong source data, the right percentage, and regular updates, you can find high-quality prospects who behave just like your best customers.

At AlmostZero, we specialize in building lookalike audiences that drive real conversions. From setting up pixel data to creating high-value segments, our team ensures your ads reach the right people.

So, if you want to scale profitably, start with smarter lookalikes.