Meta Message Recommends Lookalike Audiences for Lower-Cost Quality Leads
TLDR
Meta is showing advertisers a message in Leads campaigns claiming a lookalike audience suggestion can yield 11% lower cost per quality lead, though the message appears only for that objective.
Jon Loomer reports that Meta now displays a message in the Leads campaign objective saying advertisers could get 11% lower cost per quality lead by using a lookalike audience. The message only appears when creating Leads campaigns, so the author does not consider it a global change in recommended practice. Advertisers struggling with lead quality can build a custom audience of qualified leads, convert it into a lookalike, and test it as an audience suggestion, while avoiding multiple ad sets with suggestions to limit auction overlap.
How we got here: earlier coverage
- Oct 20Meta rolls out per-creative audience targeting for Facebook and Instagram ads
Meta is rolling out a feature that lets advertisers set different age and gender audiences for each ad creative within a single ad set.
- Aug 31Meta automatically excludes wrong audiences in new customer acquisition mode
Meta's Customer Lifecycle Strategy is auto-excluding incorrect custom audiences when you select new customer acquisition, forcing manual review to avoid targeting errors.
- Aug 7Meta tests sequenced events and preferred lead answers for lead generation campaigns
Meta is testing two features—sequenced events and preferred lead answers—designed to help advertisers improve lead quality from instant forms on the platform.
- Jul 16Meta Redesigns Audiences Section to Prioritize Labels for Custom Audience Segmentation
Meta is redesigning its Audiences section to organize custom audiences by labels, making audience labeling more prominent to support its value rules bidding feature.