Custom Audiences: Lookalikes and Retargeting in Meta Ads Manager

Overview

Custom audiences allow you to target people more precisely in Meta Ads Manager by using data from your existing patients, leads, or website visitors. Two of the most effective strategies are Lookalike Audiences (finding new people similar to your best leads) and Retargeting Audiences (re-engaging people who have already interacted with your practice). Together, they form the backbone of a full-funnel ad strategy that balances growth with conversions.

Lookalike Audiences

Lookalike Audiences help you find new people who share characteristics with your best-performing audiences, such as past leads or engaged followers.

How to Create a Lookalike Audience

1. Go to Meta Ads Manager → Audiences.

2. Click Create Audience → Lookalike Audience.

3. Select your source audience, such as:

   • Website visitors (via Pixel/Conversions API).

   • Uploaded lead or patient lists.

   • People who engaged with your Facebook Page or Instagram profile.

4. Choose your location (e.g., United States, Canada, or your city/region).

5. Set your audience size:

   • 1% = most similar (smaller, higher quality).

   • Larger % = broader reach but less similarity.

6. Click Create Audience.

✅ Best Practice: Start with a 1% Lookalike Audience, then test larger percentages to scale.

Retargeting Audiences

Retargeting allows you to re-engage people who have already interacted with your practice—helping you convert warm leads into new patients.

Common Retargeting Options

• Website Visitors → Anyone who visited your PXME landing pages.

• Lead Form Opened but Not Submitted → People who clicked but didn’t complete.

• Facebook/Instagram Engagement → Likes, comments, shares, saves.

• Video Views → People who watched your videos.

• Patient/Lead Lists → Upload contacts who haven’t booked yet.

How to Create a Retargeting Audience

1. Go to Meta Ads Manager → Audiences.

2. Click Create Audience → Custom Audience.

3. Select your source (Website, Customer List, Video, Lead Form, Engagement, etc.).

4. Define your criteria (e.g., visited landing page in last 30 days).

5. Name and save your audience.

Using Lookalike and Retargeting Together

The most effective campaigns combine both strategies:

• Cold Audience Campaigns → Target Lookalike Audiences to bring in new leads.

• Warm Audience Campaigns → Retarget people who engaged but didn’t act.

Full Funnel Example

• Awareness ads → Lookalike Audiences

• Engagement ads → Retarget Engagement (likes, comments, video views)

• Conversion ads → Retarget Website Visitors or Lead Form Opens

Best Practices

• Keep retargeting windows short (7–30 days) for stronger recall and higher conversion.

• Exclude existing patients or recent converters from retargeting to avoid wasted spend.

• Refresh your source audiences regularly (new lead lists, updated Pixel tracking).

• Use different messaging:

  • Lookalikes = Introductory/Educational.

  • Retargeting = Reminder, urgency, testimonials, or special offers.