Big news for Google Ads users – Customer Match Lists just got a whole lot easier to set up. No more manually formatting spreadsheets or fiddling with third-party integrations. Now, all it takes is a couple of clicks, and you’re good to go.
This is great if you want to target past customers or warm leads without jumping through hoops to get your audience lists in place.
What Are Customer Match Lists (and Why Should You Care)?
Customer Match lets you target people who’ve already engaged with your business—whether that’s previous customers, leads, or website visitors who’ve shared their details. Instead of relying solely on Google’s audience signals, you get to serve ads to people who already know who you are (which is a pretty big deal in the world of paid ads).
The New, No-Fuss Setup
Google has streamlined the whole process by automatically creating Customer Match Lists for any of your conversion goals that have enhanced conversions enabled. No enhanced conversions? No Customer Match lists. So, if you haven’t got that set up yet, now’s the time.
How to Activate Customer Match Lists
Turning this on is quick and painless:
- Log in to Google Ads.
- Head to Admin > Account Settings.
- Find Customer Match, tick the boxes, review the policies, and hit save.
- Wait around 15 minutes for Google to work its magic.
- Add your lists to Search campaigns and Performance Max audience signals.
Why This Is Worth Doing
This update means more relevant data feeding into your campaigns, better audience targeting, and less wasted ad spend. Instead of Google guessing who’s a good fit for your ads, you’re giving it a direct line to people who are actually interested.
More control, less busywork, and a better shot at conversions—what’s not to love?
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