You’re running ads. You’re getting leads. But… they’re not great. Most of them don’t convert. Some aren’t even the right audience. When this happens, it’s not always your message that’s the problem. It’s who you’re showing it to
Wasted ad spend often comes from poor targeting, not poor content. Lookalike Lists help by identifying new individuals who resemble your most valuable customers, allowing you to target a broader segment of the right audience.
In this blog, we’ll walk you through how they work, how to build stronger lists using clean CRM data, and how smart segmentation can help you get better leads and higher ROI. If you're ready to stop guessing and start targeting people who want what you offer, keep reading.
Lookalike Lists help you reach new people who are similar to your best existing customers. They might not know your brand yet, but they share traits and behaviors with the contacts who already buy from you, engage with your emails, or fill out your forms.
You can use CRM data to build a list of high-quality contacts who have shown strong interest or converted. Then, tools like HubSpot’s Lookalike List scan your database for others who match them based on factors such as job title, behavior, lifecycle stage, or interaction history.
You’re not just targeting random people with your ads. You’re scaling what works. And when you do that, results tend to follow. Companies that adopt targeted advertising see an average increase of 20% in sales. That’s the power of showing the right message to the right people.
A Lookalike List is only as good as the audience it’s based on. If your source data is messy or too broad, your ads will still miss the mark.
But when your CRM is clean and your lists are well-segmented, it becomes much easier to find and target people who actually want what you offer. Here’s how to do it:
Your CRM holds all the contact info you need to build great Lookalike Lists, but only if that data is clean.
Start by going through your contact records and deleting anything that doesn’t belong. Remove duplicates, outdated entries, and people who are no longer a good fit. Check that properties are filled in, like:
If a contact hasn’t opened an email or clicked anything in months, they’re not a good example to base new targeting on.
Ensure that the most important fields are completed and accurate. You need enough detail to tell who your contacts are and how they behave.
Focus on fields like lifecycle stage, lead source, last activity date, and industry. Also, check if website activity, email engagement, and form submissions are being logged correctly.
Clean data helps you set a clear example of what a high-quality lead looks like. Without that, your Lookalike List may end up filled with people who don’t fit.
Targeted ads like these saw a 17% better click rate compared to generic ads in 2024. It works best when you start with a list that reflects real interest and value.
Once your CRM is in good shape, the next step is picking a group of contacts to base your Lookalike List on. This group is called the seed list. It should include the leads you want more of.
To build it, focus on people who have already taken clear, valuable actions like:
You want this list to show what success looks like for your business. Don’t include people who churned early, barely interacted, or never replied. If they weren’t a strong match the first time, you probably don’t want more like them.
It also helps to make separate seed lists for different goals. You might have one for repeat buyers and another for active leads still in the decision stage. This lets you run more focused campaigns and compare which audiences respond better.
Once your seed list is ready, take it a step further by segmenting it into smaller, more focused groups. This helps you get even better results from your Lookalike Lists.
People at different stages of the buyer journey act differently. Someone who just subscribed to your newsletter isn’t the same as someone who’s about to buy.
Try breaking your seed list into segments based on:
This makes it easier to create more targeted ads. Instead of running one generic campaign, you can speak directly to each group’s needs. It’s also more likely to catch their attention. Over 70% of consumers say they prefer personalized ads over generic ones.
Creating a Lookalike List is not a one-time task. You’ll get better results when you test and adjust as you go. Start by watching how each list performs. Are you getting more clicks? Are those clicks turning into conversions? Which seed list is bringing in the best-fit leads?
If a list isn’t performing well, it might mean your seed list was too broad or included weak contacts.
Try narrowing it down to focus on your most valuable leads. You can also experiment with the size of the Lookalike List. A narrower list gives you closer matches, while a broader one gives you more reach.
Make it a habit to update your CRM and your source lists regularly. When your data stays fresh, your Lookalike Lists stay accurate. This helps every future campaign stay aligned with what’s working now. Not what worked six months ago.
Getting better leads isn’t about spending more on ads. It’s about showing your message to the right people. Lookalike Lists help you do that by using your best contacts to find more people like them.
To make it work, start with clean CRM data. Choose a strong source audience. Segment your lists based on real behavior. And keep testing and improving as you go. With a few small changes, you can stop guessing and start reaching the leads who actually want what you offer.
Most of all, don’t treat targeting like a one-time task. Your customers grow, your content changes, and your product evolves. Your data should evolve too. The more attention you give to the people already working with you, the easier it becomes to find more just like them.
Want help making the most of Lookalike Lists, CRM segmentation, and HubSpot’s marketing tools? Origin 63 can help you build smart systems that bring in better leads and higher ROI.
We’ll help you clean up your data, design stronger campaigns, and use HubSpot in the most strategic way.
Let’s build something that works.