<b>Lookalikes (LAL) drying up as you scale? You've exhausted the lookalike, not the offer.</b>

<b>Lookalikes (LAL) drying up as you scale? You've exhausted the lookalike, not the offer.</b>

LAL audiences are finite. Scale past the sweet spot and you're just paying more to re-hit the same people.

Make the switch:
— When a 1% LAL frequency climbs and CPA creeps, widen to broad targeting (no interests, let Meta find them)
— Broad needs MORE budget and conversions to stabilize — don't judge it in 3 days
— Keep the proven creative; broad lives or dies on the creative, not the targeting
— Run LAL and broad side by side for a week, then put budget where CPA wins

Risk: broad is volatile early. It can look terrible for 4 days then snap into the cheapest set you own.

Test broad next to your best LAL. Let the creative do the targeting.