Create Audience Segments for Google Ads

Audience segments are saved groups of people you can target, exclude or use as the seed for similar-people targeting in Google campaigns. You can build them ahead of time in settings or, for some types, while setting up a campaign.

Create a segment

1. Go to Marketing > Ad Manager > Settings > Google Ads > Audience Segments.
2. Click + Create New Segment and choose a type, then Next.
3. Fill in the details for that type and click Create.

Segment types

• Customer Match: upload a CSV or pick a Smart List for ongoing sync. Set a membership duration up to 540 days and confirm you meet Google's data policy. Best for re-engaging past customers.
• Website Visitors: set rules such as "URL contains checkout", combine them with AND or OR, and choose a window. Use shorter windows (30 to 60 days) for higher intent.
• Interest Segments: describe interests with keywords, example websites or app bundle IDs. Good for awareness campaigns.
• Lookalike Segments: choose up to 10 seed lists, target countries and a reach of Narrow (2.5%), Balanced (5%) or Broad (10%).

Use them in a campaign

1. Create a Google campaign and open the Intended Audience section.
2. Open the Audience Segments tab and select existing segments, or click + Create a New Audience Segment. Customer Match and Website Visitors can be built in place. Interest and Lookalike ones are created in settings first.
3. On Target Interests, you can also add Affinity categories (long-term passions, for awareness) or In-Market categories (people actively comparing, for conversions).

Limits to know

• Interest and Lookalike segments do not work with Search campaigns.
• A lookalike's location must match the campaign's location.
• Syncing can take up to 48 hours, and small audiences may not serve.
• Only upload data you have consent to use.

Good to know: Use Customer Match or Website Visitors as exclusions so you stop paying to reach people who already bought.