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Watch the Video Tutorial:
How to Optimise your Audience Signals in Google Ads
Create ONE Audience Signal using:
1) Remarketing Audiences
2) Custom Audiences
3) Interests (In-Market and Affinity Audiences)
4) Customise your demographics
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Step 1
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Step 2
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Step 3
Frequently Asked Questions on Optimising your Audience Signals in Google Ads
What are audience signals in Google Ads?
Audience signals are data inputs you provide to help Google’s AI understand who your ideal customers are. They’re used in Performance Max and Demand Gen campaigns to guide machine learning toward users more likely to convert based on interests, demographics, and behaviors.
How do I optimise my audience signals for better results?
Go to your Google Ads dashboard → Performance Max or Demand Gen campaign.
Click Edit Audience Signals.
Add first-party data (like remarketing lists or customer uploads), custom segments, and demographic details.
Regularly refine your signals based on performance insights — remove low-performing segments and expand high-converting ones.
Can I add multiple audience signals to a single campaign?
Yes. You can create multiple audience signals per campaign or asset group. Google uses these as starting points to learn from, not as hard restrictions — so including diverse data helps the algorithm explore broader, high-potential audiences.
What are best practices for optimising audience signals?
Use first-party data wherever possible (CRM lists, past converters, subscribers).
Include custom intent segments based on search behaviors and interests.
Exclude irrelevant audiences to reduce wasted impressions.
Review audience insights monthly and update signals to reflect recent trends.
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