SEO & Paid Media

How to create lookalike audiences for Paid Ads in HubSpot

5 min read


In HubSpot, you can create lookalike audiences using existing customer lists to help you target new, good-fit customers with your paid ads. In this blog, we run through how to set these up in HubSpot.


As an Account Manager, I liaise with clients on a daily basis and a question that often comes up is whether there is a quick solution to discovering and targeting new good-fit customers.

For every brand, invention or business idea, there are likely a hundred other companies offering exactly what you offer. Now, this shouldn’t put you off, but means in a competitive landscape, the key to succeeding is knowing exactly who your buyers are – NOT who you think they are – and capitalising on this smaller circle of buyers.

Targeting similar customers to your current customers (whether that’s a pattern in location, gender, age, or interests etc.) is a quick win to increasing your chances of a sale and paid ads are one of the quickest ways to help you reach those goals. 

How does it work?

HubSpot’s Marketing, Sales and Service Hubs are built with an existing CRM at its core which means any activity you drive from your portal utilises a central customer and prospect database. 

That’s why, through HubSpot’s Marketing Hub, HubSpot enables you to easily create a lookalike audience using existing customer or company lists. 

To create these lists, HubSpot uses Facebook and LinkedIn algorithms to help find you other companies or people who resemble your existing list, which you can then upload to your Ads Accounts and target through PPC activity. 

How to create a lookalike audience: A step-by-step guide

1. When you’re in your HubSpot portal, navigate to Marketing -> Ads

Blog image 1-1


2. From there, click ‘create audience’ on the top RHS and choose either ‘contact list’ or ‘company list’, depending on whether you want to create a lookalike list of companies or contacts. Selecting these two options instead of a ‘lookalike list’ allows you to get far more granular results as you’re basing it off existing contacts in your CRM. 

Note: If you haven’t yet created an existing list of customers, you need to have this ready first (you can do this by navigating to ‘contacts’ -> ‘lists’)

3. Let’s say you want to create a company lookalike list, select ‘company list’ then select the existing list you want the algorithms to create a lookalike list from.

Screenshot (5)

Name the list so you can come back to it in the future. I.e. ABM list May 2020

Screenshot (4)

Now you’ve saved your list, navigate to the ‘Audiences’ tab in the navigation menu. Find your recent list and click on ‘create lookalike’ (screenshot below). When you see the RHS pop-up, click ‘create audience'.

Screenshot (3)

When you’ve created the audience, you will now notice a lookalike audience appears under your list. This will also show you how many companies LinkedIn has matched you with based on the list size you gave them.

blog image 5

And, voila - you can now upload these lists to your LinkedIn Ads accounts to target your ads to lookalike companies of your existing companies. For more info on how to upload your lists, read HubSpot’s article here.

“Everyone is not your customer” – Seth Godin

Finding your niche in the market and targeting ads at those who are far more likely to buy from you is the key to selling more as a business. 

We hope you found this helpful and for any support with your PPC activities, you can check out our list of services here.

Book a free SEO audit

Your website is your most valuable sales and marketing tool, so it needs to be as optimised as it can be. Uncover opportunities to boost your rankings with a free SEO audit.

Latest Insights

Sales & CRM

23 min read

HubSpot HIPAA compliance: everything you need to know

Explore HubSpot's HIPAA compliance. We cover the basics of HIPAA, challenges HubSpot faced, and HubSpot's new tools to meet compliance requirements.

Read more

Marketing & Growth

23 min read

Enhancing your marketing processes with HubSpot AI

Learn how you can integrate HubSpot’s AI assistants into your marketing processes to optimise your efforts and supercharge efficiency. 

Read more

Sales & CRM

20 min read

How to plan for a successful HubSpot Implementation

Key aspects of planning and managing HubSpot implementation. We'll guide you through every step to ensure a successful HubSpot implementation.

Read more

Marketing & Growth

10 min read

Why it might be time to consolidate marketing agencies

Learn why & when to consolidate your marketing efforts with an agency specialising in strategy, creative solutions & technical expertise.

Read more

Technical & Integrations

5 min read

HubSpot’s cookie consent banner update: What you need to know

HubSpot is updating its cookie consent banner to version 2 on July 5, 2024. Here’s what you need to know about the update & how to prepare for it.

Read more

Sales & CRM

27 min read

HubSpot user adoption: a comprehensive guide to boosting CRM adoption

Explore strategies, best practices, and tools to drive user adoption in HubSpot, ensuring a smooth transition and maximising user engagement.

Read more

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more


3 min read

Huble named #1 in HubSpot Consultancy Proficiency and Marketing Strategy Agency on G2

We are proud to have been recognised as the leading solutions provider in the Best HubSpot Consulting Services category of the G2 Spring reports 2024. 

Read more

Marketing & Growth

22 min read

Everything you need to know about HubSpot Content Hub

Learn all about HubSpot's Content Hub, including the key benefits and pricing, what's changing and how Marketers can utilise the platform.

Read more

Sales & CRM

25 min read

HubSpot Data Management: 6 strategies for success

This article dives into the central role of data management in maximising CRM potential and best practices for data management in HubSpot.

Read more