Meta builds lookalike audiences by finding users who share characteristics with your source audience. The tighter and more specific your source, the better the lookalike. A source of 500 to 1,000 high-value customers (by LTV or purchase frequency) produces a stronger lookalike than a source of 100,000 general website visitors.
A 1% lookalike represents the 1% of the Australian population most similar to your source. It is the smallest and most targeted. 5% and 10% are larger and cheaper but less precise. Start with 1% for prospecting. Scale to 2% to 5% once 1% is profitable. Stacking (1% + 2-3% + 4-5%) into a single ad set is an alternative to running separate percentage splits.
Meta's Advantage+ Audience mode often outperforms manual targeting for campaigns with sufficient conversion data. For new accounts or low-spend campaigns, layering a 1% to 5% lookalike with one or two broad interest categories narrows the initial reach while the algorithm learns. Remove interest layers once conversion data accumulates.
Meta Ads targeting works by combining demographics, interests, behaviours and custom audiences. You can target people who have visited your site, engaged with your content or match a lookalike profile. The precision is what makes Meta Ads powerful.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media explains Meta Ads lookalike audiences for Australian businesses: source audience quality principles, the 1% to 10% percentage tradeoff, value-based sources and when Advantage+ Audience outperforms manual targeting.