Geo Pulse #65 — Lookalikes that leak into the wrong GEO

Geo Pulse #65 — Lookalikes that leak into the wrong GEO
Theme: audience-expansion mistakes that smear your targeting.

→ Building a lookalike without locking the GEO. Seed a US-based audience, let the platform 'expand,' and you'll get matched users in cheaper, irrelevant countries that look statistically similar but can't convert on your offer. Fix: hard-set the GEO constraint on every lookalike.

→ Auto-expansion / Advantage+ creep. Default placements quietly widen geography to spend budget. Audit where impressions actually served, not where you set them.

→ Seed contamination. If your seed list already contains VPN or mislabeled-GEO users, the lookalike inherits and amplifies the error.

→ Symptom. Sudden CPA drop with a conversion-quality drop usually means the algorithm found cheap, wrong-GEO clicks. Source: platform docs on audience expansion behavior — read the geography fine print.