Lookalike audience
A lookalike audience is a Meta audience built from a seed list (e.g., your existing customers or past leads) that matches users with similar behavioral profiles to that seed. For final expense, 1% and 3% lookalikes off closed-deal data are typically the highest-converting audience type in 2026.
You upload a seed list (CSV of customer phone numbers and emails), and Meta matches it to user accounts and finds patterns in interests, demographics, and behavior. The 1% lookalike is the closest match to the seed (about 2.5 million US users); 3% to 10% widen progressively to looser matches.
For FE, the best seed list is closed deals (people who actually bought a policy from you). Second best is contacted-and-qualified leads. Cold lead lists or generic email subscribers produce noisier lookalikes.
Minimum seed size is 100 matched profiles, but 500 or more gives much better results. Many FE agents use their purchased-lead list from a vendor like FEXmagnet as a starter seed.