How to Use Lookalike Audiences for Cross-Platform Ads

In the ever-evolving digital landscape, lookalike audiences have emerged as a game-changing tool for advertisers aiming to scale their reach and increase conversions across multiple platforms. Whether you’re running campaigns on Facebook, Instagram, Google, or LinkedIn, leveraging lookalike audiences allows you to target people similar to your best existing customers.

In this detailed guide, we’ll explore how to use lookalike audiences for cross-platform ads, the benefits they offer, and how brands like Rank Locally UK can help you maximise your advertising ROI with expert digital strategies.

What Are Lookalike Audiences?

Lookalike audiences are audience segments generated by ad platforms (like Meta, Google, and LinkedIn) based on your existing data—such as email lists, customer databases, or website traffic. These platforms analyse your source audience and find new users who share similar behaviors, interests, and demographics.

For example, if you have a high-performing email list of 1,000 loyal customers, Facebook can create a lookalike audience of millions who closely resemble these customers, increasing your chance of finding new high-quality leads.

Why Use Lookalike Audiences in Cross-Platform Campaigns?

Cross-platform advertising ensures your brand message reaches users wherever they are. Using lookalike audiences on multiple platforms amplifies that message by:

• Scaling your reach with high intent users

• Increasing ad relevance and reducing costs

• Enhancing conversion rates

• Maintaining consistent targeting across platforms

Platforms That Support Lookalike Audiences

Here are the major platforms that offer lookalike audience capabilities:

1. Meta (Facebook & Instagram)

Facebook allows advertisers to create Lookalike Audiences from:

• Customer files

• Website visitors (via the Meta Pixel)

• App users

• Engagement (likes, video views, etc.)

2. Google Ads

With Similar Audiences, Google uses your remarketing lists to target users with similar search behavior and interests across:

• Google Search

• YouTube

• Display Network

• Gmail Ads

3. LinkedIn

LinkedIn’s Lookalike Audiences are based on:

• Website visits (via LinkedIn Insight Tag)

• Uploaded email/contact lists

• Company page engagement

4. TikTok Ads

TikTok allows advertisers to create lookalike audiences based on:

• Custom Audiences

• App Activity

• Website Events

5. X (Formerly Twitter)

Though limited compared to others, X Ads allows tailored audiences and basic lookalike modeling.

How to Set Up Lookalike Audiences for Cross-Platform Ads

Step 1: Identify Your Best Source Data

Start with a high-quality data set such as:

• CRM data (emails, phone numbers)

• Website visitors (install tracking pixels)

• Purchase/conversion data

• Engaged social users

Step 2: Set Up Tracking Tools

Before you build audiences, make sure tracking is properly configured:

• Meta Pixel

• Google Tag

• LinkedIn Insight Tag

• TikTok Pixel

Step 3: Build Custom Audiences

Upload your source data or configure audience rules. For example:

• Facebook: Custom Audience > Website Visitors (last 30 days)

• Google Ads: Remarketing Lists

• LinkedIn: Matched Audiences

Step 4: Create Lookalike Audiences

Once your custom audience is built:

• Facebook: Create Lookalike > Choose % Similarity (1%-10%)

• Google Ads: Create Similar Audience (auto-generated)

• LinkedIn: Create Lookalike from matched audience

Step 5: Apply to Ad Campaigns

Use these lookalike audiences as your targeting layer in:

• Awareness campaigns

• Conversion campaigns

• Retargeting exclusions (to prevent overlap)

Tips for Effective Cross-Platform Lookalike Audience Campaigns

1. Segment Source Audiences by Intent

Create different lookalike audiences based on user behaviors like:

• Recent purchasers

• High-value customers

• Frequent website visitors

2. Adjust Lookalike Size by Goal

• Use 1% similarity for precision (lower reach, higher quality)

• Use 5-10% similarity for scaling (larger audience, lower precision)

3. Test Across Channels

Run A/B tests across platforms like:

• Facebook vs. Instagram

• Google Display vs. YouTube

• LinkedIn vs. TikTok

4. Use Creative Customization

Even if targeting is similar, ensure each platform uses native ad formats and creatives tailored to its audience.

Real-World Use Case: Ecommerce Store Scaling With Lookalike Audiences

An ecommerce clothing brand leveraged lookalike audiences on both Facebook and Google Ads using their list of high-LTV customers. Within three months:

• ROAS increased by 40%

• CPA dropped by 25%

• Revenue doubled from cold traffic

This success was possible by synchronising lookalike strategies across platforms and continually optimizing them with data feedback loops.

Common Mistakes to Avoid

• Using low-quality source data (low engagement or small volume)

• Forgetting to exclude existing customers from lookalike targeting

• Not testing multiple audience percentages

• Ignoring platform-specific behaviors and ad formats

Boost Your Cross-Platform Ad Performance with Rank Locally UK

If you’re looking to take your ad campaigns to the next level, Rank Locally UK is the digital marketing company you can trust.

Our expert team provides tailored solutions using cutting-edge strategies, including lookalike audience optimization, for clients across the UK and globally. Here’s what we offer:

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With years of experience and a results-driven team, Rank Locally UK is the best SEO expert and top digital partner for brands that want scalable growth with measurable ROI.

Lookalike audiences are no longer a “nice to have”—they’re a must for any business looking to scale ads efficiently across multiple channels. From Facebook to LinkedIn and Google to TikTok, leveraging this tool allows brands to reach high-intent users similar to their existing customers, driving better ROI and engagement.

If you’re not yet using lookalike audiences, now is the time to get started—and if you need expert help to do it right, Rank Locally UK has your back.

15 FAQs on Lookalike Audiences for Cross-Platform Ads

1. What is a lookalike audience?
A lookalike audience is a group of people who share similar traits to your existing customers or audience.

2. How does Facebook create a lookalike audience?
Facebook analyzes your source audience data (emails, pixel traffic, etc.) and finds users with similar demographics and behaviors.

3. What platforms support lookalike audiences?
Facebook, Google, LinkedIn, TikTok, and X (formerly Twitter) all support lookalike or similar audiences.

4. Is lookalike audience targeting more effective than interest-based targeting?
Yes, it often yields better ROI because it’s based on actual user behavior, not assumptions.

5. How large should my source audience be?
A minimum of 1,000 users is recommended, but more is better for accuracy.

6. Can I use lookalike audiences for B2B campaigns?
Absolutely—LinkedIn is especially powerful for B2B lookalike targeting.

7. How often should I refresh my lookalike audience?
At least monthly, or whenever you have significant new customer data.

8. Are lookalike audiences GDPR compliant?
Yes, if your source data was collected legally and with consent.

9. Can I use lookalike audiences on TikTok?
Yes, TikTok Ads Manager supports lookalike audiences based on app events, website traffic, and custom lists.

10. Should I exclude existing customers from my lookalike audience campaigns?
Yes, to avoid wasting budget on users who have already converted.

11. What's the difference between 1% and 10% lookalike audiences?
1% is more similar and precise; 10% is broader and used for reach.

12. Do lookalike audiences work for new businesses?
They’re more effective when you have existing data, but can still be tested using early customer behavior.

13. Can I use lookalike audiences in remarketing?
They are typically used for prospecting, but you can layer them with remarketing strategies.

14. What happens if my lookalike audience overlaps with another ad set?
You risk performance degradation; always exclude overlapping audiences when testing.

15. How do I track the success of lookalike audience ads?
Monitor key metrics like ROAS, CPA, CTR, and compare against control groups or interest-based targeting.

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