Create Demand Where It Didn't Exist Before

How Lookalike Segments Work

Lookalike segments are one of the most powerful features unique to Demand Gen. You provide a seed audience — your customer list, high-value converters, or engaged website visitors — and Google's AI analyzes thousands of signals to find new users who look like your best customers. The result is a high-quality prospecting audience that's significantly more likely to convert than broad targeting.

The quality of your seed audience directly determines the quality of your lookalike. A seed list of your top 20% customers by lifetime value will produce better lookalikes than a list of all website visitors. We work with you to identify and segment your most valuable customers for optimal seed audience creation.

Narrow vs. Balanced vs. Broad

Demand Gen offers three lookalike expansion levels: Narrow (most similar to your seed), Balanced (moderate expansion), and Broad (maximum reach). We typically start with Narrow to validate performance, then expand to Balanced and Broad as conversion data accumulates. This staged approach ensures you scale without sacrificing quality.

For B2B brands, combining Demand Gen lookalikes with Microsoft Ads LinkedIn targeting creates a powerful one-two punch: Demand Gen finds similar professionals during personal browsing, while Microsoft targets them directly in professional contexts.