Google updated its Demand Gen Lookalike Strategy, reducing the required seed list size from 1000 to 100, benefiting smaller advertisers. This update was previously announced at GML 2024.

Here's a strategy that small business advertisers can use now:

Strategy Overview

1. Run Meta LeadGen Campaigns: Collect first-party customer data such as leads, purchasers, or micro leads. A minimum of 100 data entries is now sufficient.
2. Download LeadGen List: Export the data as a .csv file or from your CRM.
3. Prepare Data for Google Ads: Fill in a Customer Match Google Ads Template with the collected data.
4. Upload to Google Ads: Ensure the data is uploaded with the highest privacy level, meaning only the data owner can handle the data.
5. Create Demand Gen Campaign: Use the first-party audience as your Lookalike Seed List.
6. Define Lookalike Reach: Choose between Narrow, Balanced, or Broad reach.
7. Implementation: You now have a highly refined Lookalike Audience.

As an option, you can use your Google Ads converter as a second seed list to maximize reach.