Do Lookalikes still work? When and with which seed

Diego Gomes · 2026-10-07

Lookalike seeds

Seeds are essential for creating effective Lookalike (LAL) audiences. The most recommended ones are:

• 180-day purchasers: This is a powerful seed because it captures data from customers who purchased recently, increasing the chances of finding new customers with similar behavior.

• Added to cart (ATC): This seed is useful for reaching people who showed interest but didn’t complete their purchase. Ideal for remarketing and for creating an audience with high potential.

• 75% video watched: Another effective seed, especially in visual content campaigns. It helps you reach people who have already engaged with your product, increasing the likelihood of conversion.

1% vs 3% vs 5% by country size

When choosing the LAL percentage, consider the size of the country:

• 1%: Ideal for larger countries (like IT and ES), since it creates a smaller but more qualified audience. This option works well when you already have a solid data base.

• 3%: A middle ground that can be used in mid-sized countries. It offers a balance between volume and quality.

• 5%: Used in smaller countries (like HU and SK). The broader reach may result in a less qualified audience, but it can be useful for brand awareness campaigns.

Lal in a small vs large country

LAL effectiveness varies depending on market size:

• Small countries (HU, SK): It can be harder to find similarity within audiences. Here, it’s worth diversifying and combining LAL with other strategies, such as interest-based audiences.

• Large countries (IT, ES): There’s more potential, and targeting can be more refined. Combining different seeds can result in highly qualified audiences.

Combining lal with advantage+ audience

Integrating Lookalike with Advantage+ Audience can optimize your campaigns. This combination lets Facebook’s algorithm find similar users, while Advantage+ expands reach using real-time data.

When you combine the two approaches, you can get better performance, since Facebook continuously adjusts your audiences based on interactions and conversions.

When to ditch lal and go broad

Consider ditching LAL and switching to a broad approach when:

• Stagnant performance: If you notice that your LAL campaigns aren’t generating satisfactory results or have stalled.

• Limited data: When there isn’t enough data to create effective audiences, it’s better to let Facebook’s algorithm find new audiences.

• Testing and learning: If you’ve already tested several LAL combinations without success, opening up the campaign may reveal new opportunities.

Lookalike effectiveness depends on how you use your seeds and the market context. Which seed have you had the most success with, and what results has it generated in your campaigns?