Dropped 5% lookalike to 1% — CPA down $6, volume barely moved

Dropped 5% lookalike to 1% — CPA down $6, volume barely moved

Running a 5% lookalike for 'reach.' Reality: it was 80% the volume but the sloppiest conversions.

Swapped to a 1% built off purchasers only:
— audience smaller, CPM up 12%
— but CPA $21 → $15
— volume only dropped 9%

The extra reach of 5% was junk traffic with a discount sticker.

Lookalike % = how loose the match is. Tighter source, tighter buyers. Rebuild yours off purchasers tonight.