An audience the advertising platform builds by finding people who resemble a list you give it — your customers, your website visitors, or everyone who watched a video.
A lookalike is only as good as the list it is built from. Feeding in every website visitor produces an audience that resembles browsers. Feeding in your hundred best customers produces something far more useful.
For a local business the constraint is geography. A 1% lookalike of Canada is enormous and mostly irrelevant if you serve Calgary and the surrounding towns — the audience has to be layered with a location limit to be worth anything.
This comes up most often in Facebook & Instagram Ads. Paid social built around offers, creative and geography rather than keywords — for demand that has not reached Google yet.
A free consult is twenty minutes and there is no pitch deck at the end of it.