Google Premier Partner
Meta Business PartnerWhat are lookalike segments?
Lookalike segments are audiences that Google builds from people who resemble a source list, such as your customers or website visitors. They are available in Demand Gen campaigns. Since 2026 Google treats the chosen reach (narrow, balanced or broad) as a signal rather than a hard limit.
Why are lookalike segments important?
- New customers: you reach people who resemble your existing customers.
- Scale: the reach is larger than your own list.
- Replacement for similar audiences: those no longer exist since 2023 and optimized targeting took their place.
Examples of lookalike segments
- A sporting goods store uses a list of its best customers as the source.
- A B2B software company uses leads that became customers, not all leads.
- A company tests a narrow reach against a broad one.
How do you use lookalike segments?
Upload a clean source list of your best customers through Customer Match, with consent, and build a lookalike segment from it in your Demand Gen campaign. Test narrow and broad side by side. Because Google treats the reach as a signal, delivery can go beyond the chosen segment. A source list of good customers produces a better segment. See Google Ads campaigns.