A lookalike audience is a group of potential customers who share characteristics with an existing customer base or target audience. Lookalike audiences are useful in digital marketing to expand reach while maintaining a high level of relevance. Platforms like Facebook and Google Ads use machine learning to analyze user behavior, demographics, and interests. They do this to identify people similar to a company’s current audience. By targeting these individuals, marketers can increase conversion rates and reduce acquisition costs. They can also drive more effective campaign performance by appealing to users likely to engage.