What Is a Lookalike Audience
A Lookalike audience is created by Meta's algorithm based on a source group you define. Meta analyses the demographic profile, behaviours and interests of people in your source and finds similar users on Facebook and Instagram — people who don't know you exist but share the profile of your best customers.
Source Quality Is Everything
Best sources in order: repeat buyers (2+ purchases), top 25% customers by LTV, all buyers (minimum 1,000 in source), add-to-cart visitors. Avoid: Facebook page fans — they're not customers.
Audience Size: 1%, 2% or More?
In Romania: 1% ≈ 80,000–100,000 people (most similar, most expensive). 2% ≈ 160,000–200,000 (good balance). 5% ≈ 400,000. 10% ≈ 800,000 (almost broad audience). Start with 1–2% and expand if frequency exceeds 3–4 in 7 days.
Lookalike vs. Advantage+ Audiences in 2026
Meta's Advantage+ Audiences combines lookalikes with broader algorithm control. For most conversion campaigns it performs equal to or better than manual Lookalike. Test both with equal budget and compare CPL or ROAS after 14 days.
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Adela Mincea
Performance Marketing Expert
Performance marketing specialist with 10+ years of experience running Google Ads, Meta Ads and LinkedIn Ads campaigns for businesses in Romania and internationally.