When to Combine Strategies (and Why)

Business Goal	Combine
Scale efficiently	Lookalikes + Exclusions
Recover intent without waste	Retargeting + Exclusions
Prioritize high-value prospects	Imported Lists + Retargeting
Prevent duplication	Any campaign + Exclusions

Why this matters: Combination strategies protect budget, compliance, and growth at the same time.

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A Simple Decision Flow

These can be used in any order and any combination!

1. Are we wasting spend today? → Start with Exclusions

2. Are we ready to scale? → Add Lookalikes

3. Are we losing warm leads and/or high-intent users? → Layer Retargeting

This becomes a growth maturity path, not three separate/disparate/disconnected tactics.

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What Great Audiences Programs Look Like

High-performing customers:

• Always run exclusions by default

• Use retargeting to capture intent

• Use lookalikes to scale predictably

• Treat Audiences as a growth system/strategy and not one-off tactics

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What’s Next

Learn more:

• Exclusion lists

• Lookalikes

• Retargeting

• Use Case Library

• Testing Guide