Enhancing Google Demand Gen lookalike audiences using Meta (w/ Thomas Eccel) | S1, EP1
Welcome to the first episode of the Paid Media Lab podcast, where we're kicking things off by speaking to the 'Demand Gen whisperer' himself, Thomas Eccel.
Thomas is one of the most respected and recognised voices on LinkedIn, often breaking major Google updates and discussing optimal strategy with his thousands of followers, and 20,000+ strong audience of PPC newsletter subscribers.
We spoke to Thomas about all things Demand Gen in 2025, including his step-by-step strategy for seeding high-performing Demand Gen Lookalike Audiences using Meta lead gen campaigns.
Timestamps:
00:00 - Intro 03:10 - How Thomas became the ‘Demand Gen whisperer’ 05:39 - What DemandGen campaigns are, and what goals they achieve 08:38 - Lookalike audiences and their significance for Demand Gen 11:50 - Rundown of all audience targeting options for Demand Gen 13:25 - Thomas’ step-by-step strategy for seeding a Demand Gen lookalike audience via a Meta lead gen list 16:55 - The difference between narrow, balanced, and broad audience options 17:49 - The feedback received from people who have tried Thomas’ lookalike audience strategy 19:04 - Specific instances where Thomas would recommend a lookalike-only approach 20:55 - Potential downsides of a lookalike audience strategy 22:40 - Additional resources Thomas recommends for those interested in learning more about Demand Gen campaignsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: @lunio_ai
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The paid media lab
Season 2 of the Paid Media Lab Podcast will return May 21st 2025!
The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months.
Presented by James Deeney and brought to you by Lunio, the ultimate anti-IVT tool.
Get more free PPC tools, webinars, and resources at:
https://www.lunio.ai/resource-library
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