What are LinkedIn lookalike audiences?

LinkedIn retired Lookalike Audiences in February 2024. The replacement is Predictive Audiences, which uses LinkedIn's AI to find members likely to take a specific action based on your first-party data. This includes lead form submissions, website conversions, or uploaded contact and company lists. To use Predictive Audiences, you need a minimum seed audience of 300 members.

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In practice, we find that Matched Audiences with manual job-title and seniority filters still outperform Predictive Audiences for B2B LinkedIn Ads account-based campaigns. Predictive Audiences work better as a scaling tool once you've exhausted your core target list, not as a first-line targeting strategy. Even then, we would generally see if we can find additional accounts to match and upload directly rather than leveraging Predictive Audiences in most situations, but this varies case-by-case.