TL;DR
Saved Audiences are interest and demographic-based targeting you configure manually — use for prospecting when you lack pixel data. Custom Audiences target people who already interacted with your business — use for retargeting (highest-ROAS campaigns). Lookalike Audiences find new people similar to your best customers — use for scaling prospecting beyond interests. For a full-funnel strategy: Lookalikes for top-of-funnel awareness, Saved Audiences for mid-funnel interest targeting, and Custom Audiences for bottom-funnel retargeting.
Overview
Saved Audiences are interest and demographic-based targeting you configure manually — use for prospecting when you lack pixel data. Custom Audiences target people who already interacted with your business — use for retargeting (highest-ROAS campaigns). Lookalike Audiences find new people similar to your best customers — use for scaling prospecting beyond interests. For a full-funnel strategy: Lookalikes for top-of-funnel awareness, Saved Audiences for mid-funnel interest targeting, and Custom Audiences for bottom-funnel retargeting.
Related Guides
See our complete Meta Ads guide library for detailed coverage of pixel setup, campaign creation, audience building, creative best practices, and optimisation strategies.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and optimisation is an ongoing process.
What if something goes wrong?
Meta provides diagnostic tools in Events Manager and Account Quality. Use these to identify and resolve issues quickly.
Where can I get support?
Meta's Business Help Center, your account representative (if available), and our related guides cover common scenarios.
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