Custom Audience vs Lookalike Audience: What's the Difference?
Author: Digital Boost Pros | Date: June 25, 2025
Introduction
When running Facebook ads, understanding the difference between Custom Audiences and Lookalike Audiences is crucial for effective targeting. Each serves a different purpose and can significantly impact your campaign performance.
What is a Custom Audience?
A Custom Audience is a group of people who have already interacted with your business. This could include:
- Website visitors
- Facebook or Instagram page engagers
- Video viewers
- Email subscribers or customer lists
Custom Audiences are great for retargeting—showing ads to users who already know your brand and are more likely to convert.
What is a Lookalike Audience?
A Lookalike Audience is a new group of people on Facebook who share similar characteristics and behaviors with your Custom Audience. Facebook uses its algorithm to find users that “look like” your existing audience.
This type of audience is ideal for scaling your campaigns and reaching new potential customers who are likely to be interested in your business.
Key Differences
| Aspect | Custom Audience | Lookalike Audience |
|---|---|---|
| Who They Are | Existing users | New users similar to existing ones |
| Purpose | Retargeting | Expansion |
| Data Source | Your own (e.g., website, email list) | Facebook’s algorithm based on your data |
| Best For | Conversions, remarketing | Brand awareness, reach |
Conclusion
Both Custom Audiences and Lookalike Audiences are powerful tools within Facebook Ads. Use Custom Audiences to re-engage with people who already know you, and Lookalike Audiences to find new, high-potential leads. Understanding the difference can help you build smarter campaigns and grow your business more effectively.
