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Watch the Video Tutorial:
How to Create an Audience Signal for Your Performance Max Campaigns in Google Ads
1) Navigate to Campaigns and select the PMax campaign you would like to modify
2) Navigate to Asset Groups and select the pen symbol, next to "Signals" for the Asset group you would like to modify
3) Under Audience Signal, create a new Audience
4) Give your Audience a name and select at least one Audience Signal option under "Your Data", "Interests & detailed demographics" and "Demographics"
Keep in mind that an Audience Signal is NOT your targeting. It is a suggestion for the Google Ads algorithm to find the right customers for your business.
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Frequently Asked Questions on Creating an Audience Signal for Your Performance Max Campaigns in Google Ads
What is an audience signal in Performance Max campaigns?
An audience signal is a set of audience inputs that guide Google’s machine learning in finding the most relevant users for your Performance Max campaign. It doesn’t limit who can see your ads — instead, it gives Google’s AI a “starting point” for targeting, helping accelerate optimization and improve campaign performance faster.
How do I create an audience signal in Google Ads?
In your Google Ads account, go to your Performance Max campaign → Asset Group → Audience Signal → + Add Audience Signal. Choose audiences based on Your Data (remarketing lists), Custom Segments, Interests, or Demographics. Click Save, and your campaign will start using this signal to refine targeting.
Can I use multiple audience signals in one campaign?
Yes. You can create different audience signals for separate asset groups within the same Performance Max campaign. This allows Google’s AI to test and optimize for unique audience combinations—such as remarketing users versus new prospects—without overlap.
How does an audience signal affect campaign performance?
An audience signal speeds up the learning phase by helping Google’s algorithms identify high-quality prospects earlier. It doesn’t restrict ad delivery, but strong signals based on accurate data (like first-party audiences or custom intent segments) can improve targeting precision and return on ad spend (ROAS).
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