Lookalike audience

You upload a list, Meta matches it to accounts, models what those people have in common, and finds more of them. You choose how close the resemblance has to be, from roughly the closest one per cent of a country upward.

Why it matters for HVAC

The output is entirely determined by the input, and this is where most contractor accounts go wrong. A lookalike built from everyone who ever filled in a form finds more people who fill in forms. A lookalike built from customers who bought a system replacement finds more people who buy system replacements.

Most agencies seed from all leads because it is the larger list and it is the one already in the ad account. The better seed is almost always smaller and lives in the CRM.

How it is measured

Match rate on the uploaded list, which tells you how much of it Meta could use, and then cost per booked job on the resulting audience against your other targeting. A lookalike performing well on cost per lead and badly on bookings has been seeded from the wrong list.

A worked example

A contractor seeds a 1% lookalike from 2,800 form fills and another from 340 completed installs. The first produces leads 26% cheaper. The second books at nearly three times the rate, and costs less per job despite the higher lead cost.

These figures are invented to show the arithmetic. They describe no real business.

A note on value

Seeding from high-value customers only, rather than all customers, is the single cheapest improvement available to most contractor accounts, and it takes one export.

Where this is demonstrated

The Advantage+ against manual pillar scores every listed agency on what they document here, and gives you the questions that tell you which one you are being sold.