The Evolution of 'Lookalike'Audience Targeting in Google Ads

Google Ads has always been a powerhouse for reaching the right people, but if you’ve been wondering about its “lookalike” targeting lately, you’re not alone—things have shifted, and there’s some nuance to unpack. As of March 24, 2025, Google Ads does still offer a version of lookalike audience targeting, but it’s not the same beast it used to be, and it’s a far cry from the flexibility you might know from platforms like Facebook or Meta Ads. Let’s dive into where it stands today and what it means for your campaigns.

The End of Similar Audiences

Back in 2023, Google waved goodbye to its “Similar Audiences” feature—a move announced in late 2022 that wrapped up by August 2023. That old tool was a gem: it took your remarketing lists and automatically built lookalike groups of users with similar online habits and interests. It worked across Search, Display, and YouTube campaigns, making it a go-to for scaling reach. But as Google leaned harder into privacy-first policies and AI-driven solutions, Similar Audiences got the axe. If you’re mourning its loss, you’re not wrong to feel like something big disappeared.

Enter Lookalike Segments—With a Catch

Don’t count Google out just yet, though. They’ve rolled out “Lookalike Segments” as a replacement, but it’s a more limited play. Introduced for specific campaign types like Demand Gen (which spans YouTube, Gmail, and Discover placements), Lookalike Segments let you manually craft audiences that mirror your existing customers or site visitors. You start with first-party data—think customer email lists or remarketing tags—upload it as a seed list, and Google finds users with matching traits. In mid-2024, they even dropped the minimum seed list size from 1,000 to 100, opening the door for smaller businesses to jump in.

Here’s the rub: unlike the old Similar Audiences, Lookalike Segments aren’t a universal option. They’re tied to Demand Gen campaigns, so if you’re running Search or Display, you’re out of luck for this specific tool. It’s a narrower scope compared to the broad reach we once had, and it might feel restrictive if you’re used to Meta’s more versatile lookalike system.

Not Quite the Same: Google’s Other Options

Google hasn’t left advertisers high and dry—they’ve got other tricks up their sleeve, even if they’re not true “lookalikes.” Tools like “Optimized Targeting” use AI to stretch beyond your manually picked audiences, hunting for conversions based on patterns it spots. Then there’s “Audience Expansion,” which is more about casting a wider net for reach than nailing precise similarity. These can get results, but they’re not the same as uploading a list and getting a mirror-image audience in return. They lean on Google’s algorithms to prioritize outcomes over strict lookalike matching.

What It Means for You

So, does Google Ads still have lookalike targeting? Yes, technically—Lookalike Segments are alive and well in Demand Gen campaigns. But if you’re picturing the old-school, cross-campaign Similar Audiences or a Meta-style free-for-all, you’ll need to adjust your expectations. Outside of Demand Gen, you’re looking at Custom Audiences, those AI-driven expansions, or Google’s automated targeting to fill the gap. The classic “lookalike” label isn’t plastered across the platform anymore, and that’s worth keeping in mind as you plan.

In short, Google’s take on lookalikes has evolved into something more niche and campaign-specific. It’s still powerful if you play within its rules, but the days of a one-size-fits-all solution are behind us. How’s that shift hitting your strategy?