How to Use Lookalike Audiences in Facebook Ads

Lookalike Audiences are a powerful tool in Facebook Ads that allow you to reach new people who are likely to be interested in your business because they’re similar to your existing customers or audience. Here’s a comprehensive guide on how to effectively use Lookalike Audiences to enhance your Facebook advertising strategy:

1. Understanding Lookalike Audiences

Lookalike Audiences are created by Facebook based on a source audience that you define. Facebook analyzes the common qualities of the people in your source audience (such as demographics, interests, behaviors) and identifies new users who share similar characteristics but haven’t interacted with your business yet.

2. Creating a Source Audience

Before you can create a Lookalike Audience, you need to have a source audience. This can be:

  • Customer List: Upload a list of your current customers’ email addresses or phone numbers to Facebook. Facebook will match these with user accounts and create a source audience.
  • Website Visitors: Install the Facebook Pixel on your website to track visitors. You can create a source audience based on people who have visited specific pages or taken certain actions on your site.
  • Engagement on Facebook: You can create a source audience based on people who have engaged with your Facebook Page, posts, or events.

3. Creating a Lookalike Audience

Once you have a source audience ready, follow these steps to create a Lookalike Audience:

  • Navigate to Audiences: Go to your Facebook Ads Manager and select “Audiences” from the menu.
  • Create a Lookalike Audience: Click on “Create Audience” and choose “Lookalike Audience” from the options.
  • Choose Source Audience: Select your source audience from the list you previously created.
  • Select Location and Audience Size: Specify the location where you want to find similar people and choose the size of your Lookalike Audience. Facebook allows you to choose a percentage of the population in the selected country (e.g., 1% represents the top 1% of users in that country who are most similar to your source audience).
  • Create Audience: Click “Create Audience” to generate your Lookalike Audience. Facebook will take some time to build this audience.

4. Best Practices for Using Lookalike Audiences

  • Refresh Your Source Audience: Regularly update your source audience to ensure that Facebook is targeting the most relevant and recent data.
  • Segmentation: Create multiple Lookalike Audiences based on different source audiences or criteria to test which performs best.
  • Monitor and Adjust: Continuously monitor the performance of your Lookalike Audiences. Adjust the size and composition if necessary to improve results.

5. Using Lookalike Audiences in Campaigns

  • Targeting: When setting up your Facebook ad campaigns, use Lookalike Audiences as a targeting option. They work well for campaigns focused on lead generation, sales, or brand awareness.
  • Testing and Optimization: A/B test your ads with different Lookalike Audiences to understand which audience segments respond best to your ads.

6. Measuring Success

  • Metrics: Track key metrics such as reach, engagement, conversions, and return on ad spend (ROAS) to measure the effectiveness of your Lookalike Audience campaigns.
  • Iterate: Use insights gained from campaign performance to refine your Lookalike Audiences and optimize future campaigns.

7. Compliance and Privacy

  • Data Handling: Ensure compliance with Facebook’s policies when handling customer data for creating Lookalike Audiences. Adhere to privacy regulations like GDPR if targeting users in the EU.


Incorporating Lookalike Audiences into your Facebook Ads strategy can significantly expand your reach and improve ad performance by targeting users who are likely to be interested in your offerings. By following these steps and best practices, you can leverage Lookalike Audiences effectively to achieve your advertising goals and grow your business on Facebook.