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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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How Google Ads Lookalike Audiences Help You Scale Smarter
Google Ads Lookalike Segments are the modern evolution of audience expansion — helping brands find new customers that behave like their best ones. After Google sunsetted “Similar Audiences,” this new feature now powers smarter prospecting through Demand Gen campaigns, using your first-party data as the seed.
A Lookalike Segment works by analyzing shared traits among your existing high-value users — purchase frequency, interests, demographics, and engagement — then identifying similar users across Google’s network. The result: you reach people statistically more likely to convert, even if they haven’t discovered your brand yet.
Why it matters:
Smarter Targeting: Lookalikes focus ad delivery on users with higher purchase intent, boosting conversion rates while reducing wasted clicks.
Consistent Scaling: Remarketing lists are finite; Lookalikes expand your reach to a fresh yet relevant audience pool.
Better ROI: By serving ads to users already matching your best profiles, you often see a 10–25% improvement in ROAS.
Automation: Google’s AI constantly refreshes Lookalike Segments as your data evolves, ensuring targeting accuracy over time.
Best practices:
Use quality seed lists — ideally 5,000+ high-value customers.
Start with a Narrow or Balanced similarity (2.5–5%) before scaling.
Keep creatives awareness-focused — these users are new prospects, not returning customers.
Refresh lists quarterly for continued accuracy.
Always pair Lookalikes with negative keywords to protect performance.
Common pitfalls to avoid:
Using weak data (like “all website visitors”) — Google’s algorithm can’t optimize without quality signals.
Forgetting to monitor reports — audience performance can shift monthly.
Over-expanding reach too early — quality beats quantity.
In short, Google Ads Lookalike Segments help advertisers go beyond intent and into identity. By leveraging AI-driven audience modeling, you’re not just chasing traffic — you’re targeting the people most likely to become loyal customers.
👉 Learn the full framework here:
https://agrowth.io/blogs/google-ads/google-ads-lookalike-audience
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