Google Search Ads - How to Create a Custom Audience

Google Search Ads - How to Create a Custom Audience

How to Set It Up Google PPC Custom Audience:

  1. Go to Google Ads dashboard → select your Search campaign.

  2. In the left menu, click Audiences.

  3. Click the blue + and choose Add audiences.

  4. Select:

    • Remarketing (website visitors, customer lists)

    • Custom audiences (keywords, URLs, apps)

    • Similar segments

  5. Choose Targeting (to restrict traffic) or Observation (to only monitor performance).

    • Observation is safer for testing.

    • Targeting narrows the campaign only to that audience.

  6. Save and launch.

Best Practices: 

  • For brand terms, keep audiences on Observation (so you don’t limit reach).

  • For non-brand prospecting, try Targeting + Customer Match/RLSA to improve lead quality.

  • You can bid higher for your best audiences using bid adjustments in Observation mode.

  • Combine audiences with in-market segments (e.g., "Business Services," "Franchise Opportunities").

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