TL;DR
Google Ads offers multiple audience types: In-market audiences (people actively researching products in your category), Affinity audiences (people with strong long-term interests), Custom segments (you define based on search terms, URLs, or apps), Remarketing audiences (past website visitors or customer lists), Similar audiences (people similar to your remarketing lists), Detailed demographics (education, homeownership, life events). Use audiences in Observation mode (bid adjustment only) or Targeting mode (restrict reach to audience). Layer audiences on Search campaigns for bid adjustments.
Overview
Google Ads offers multiple audience types: In-market audiences (people actively researching products in your category), Affinity audiences (people with strong long-term interests), Custom segments (you define based on search terms, URLs, or apps), Remarketing audiences (past website visitors or customer lists), Similar audiences (people similar to your remarketing lists), Detailed demographics (education, homeownership, life events). Use audiences in Observation mode (bid adjustment only) or Targeting mode (restrict reach to audience). Layer audiences on Search campaigns for bid adjustments.
Related Guides
See our complete guide library for detailed coverage of account setup, tracking implementation, campaign creation, audience building, creative best practices, and optimisation strategies across all platforms.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
Was this guide helpful?
Your feedback helps us improve our guides