How to Use Custom Audiences in Google Ads

Custom intent audiences in Google Ads allow you to target users actively searching for specific products, services, or topics related to your business. Instead of relying on Google's pre-set audience segments, you can create highly tailored audiences based on users’ recent search behavior, website visits, and interests. This strategy improves ad relevance, click-through rates, and conversion rates.

What Are Custom Intent Audiences?

Custom intent audiences are manually created audience segments that allow you to target users based on:
✔️ Keywords they’ve searched for on Google
✔️ Websites they’ve visited related to your business
✔️ Apps they use that indicate buying intent
✔️ YouTube videos they’ve watched in a relevant category

Unlike broad interest-based targeting, custom intent focuses on high-intent users, making it ideal for businesses aiming to convert leads faster.

Step 1: Access Audience Manager in Google Ads

1. Sign in to Google Ads.
2. Click on Tools and Settings in the top-right menu.
3. Under Shared Library, select Audience Manager.
4. Click Custom Segments, then select Create a Custom Segment.

Step 2: Define Your Custom Intent Audience

Google allows you to build a custom audience using two main methods:

1. Adding Keywords (Search-Based Targeting)

• Enter keywords or phrases that users might search for before purchasing your product or service.
• Use high-intent terms rather than general topics (e.g., “buy running shoes online” instead of “running shoes”).
• Consider using Google Keyword Planner to find high-performing search terms.

2. Adding URLs, Apps, and YouTube Content

• Enter competitor websites or industry-specific pages that potential customers visit.
• Add relevant mobile apps that indicate user behavior (e.g., home renovation apps for targeting homeowners).
• Select YouTube videos or channels that align with your product’s niche.

Step 3: Assign the Audience to a Campaign

1. Navigate to your Google Ads campaign.
2. Select the Ad Group where you want to apply the audience.
3. Click on Audiences > Browse > How They Have Interacted with Your Business.
4. Choose Custom Segments and select your newly created custom intent audience.

Step 4: Optimize for Maximum Performance

✔️ Refine Your Keywords – Monitor performance and remove keywords that drive low engagement.
✔️ Exclude Irrelevant Traffic – Add negative keywords to prevent wasted ad spend.
✔️ A/B Test Different Audiences – Compare multiple custom intent audiences to identify the most effective segments.
✔️ Adjust Bidding Strategies – Increase bids for high-converting audience segments.

Why Use Custom Intent Audiences?

✅ Higher Conversions – Targets users already in the buying phase.
✅ More Relevant Ad Targeting – Focuses on recent, real-time search behavior.
✅ Better ROI on Ad Spend – Reduces wasted clicks from uninterested users.
✅ Customizable and Scalable – Allows full control over who sees your ads.

Final Thoughts

Custom intent audiences give businesses the ability to laser-target high-intent users, making Google Ads campaigns more efficient and profitable. Whether you're selling products, offering services, or driving leads, using keyword-based audience creation and competitor targeting can significantly improve your ad performance and conversions.