Google Ads Strategy: Leverage the Reduced Lookalike Audience Limit in Demand Generation

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.