Does Meta want advertisers to provide lookalike audience suggestions for leads?
I’ve documented how Meta has deprioritized audience suggestions over the years. It started with removing language about prioritizing your suggestions before going broader. Meta has also made suggestion options far less prominent in the Audiences section.
There was previously a big button that asked for suggestions.
Options for adding suggestions are barely noticeable for Sales campaigns now.
But something changed…
The New Message
Look at this message I’m seeing when using the Leads campaign objective…
It reads:
You could get 11% lower cost per quality lead by using a lookalike. Choose a list of converted customers or lookalike to find a new audience with similar characteristics.
I only see this message when creating a Leads campaign, so this isn’t a global shift in recommended practices. But seems Meta is saying that a lookalike audience suggestion will help find quality leads.
Should You Provide Suggestions?
I’ve always struggled with this because it’s so hard to prove if audience suggestions make an impact. In cases where it’s possible to prove, I’ve shown how Meta repeatedly ignores suggestions.
But if you’re running into lead quality issues, this is certainly one of many things you can try. Create a custom audience of qualified leads and turn it into a lookalike audience. Use that lookalike as an audience suggestion and see if it helps.
It can’t hurt, as long as you don’t create multiple ad sets by audience suggestions. At that point, you’re just creating unnecessary opportunities for auction overlap.
