Google Ads relies heavily on understanding who should be reached with your ads. With RetentionX, you can sync customer segments directly to Google Ads and use them to include or exclude specific customer groups based on real customer behavior and value.
RetentionX also integrates with Google’s Conversion API, which plays a different role. While audiences define which users campaigns can reach, the Conversion API sends events (such as high-value purchases or key actions) to Google to support measurement and automated optimization. Together, both ensure accurate targeting and stronger optimization.
How to Sync Your Segments
To create custom audiences, RetentionX pushes all customers belonging to a segment to Google - of course, in an encrypted form. Meta can then identify these customers by their email address, phone number and/or address.
Before getting started, make sure your GoogleAds account is connected to RetentionX. To create an audience from a segment:
Navigate to Customer Segments.
Hover over Create Audience for the segment you want to use.
Select Google Ads.
As you might have access to multiple ad accounts, choose the account where the audience should be created. The same segment can be used across multiple ad accounts.
Confirm by clicking Create Audience.
Where to Find Your Audiences in Google Ads
RetentionX creates and updates your audiences overnight. Once an audience has been created, you can find it directly in your Google Ads account the next morning.
Open Google Ads, navigate to Tools & Settings → Shared Library → Audience Manager, and look for an audience with the type Customer list. The audience name will match the segment name used in RetentionX and will include the prefix [RX][Brand Name], as well as the segment ID as a suffix.
How you use the audiences depends on your campaign setup, Google Ads policies, and Customer Match eligibility requirements:
You can target the audience directly in eligible campaign types such as Search, Display, YouTube, Shopping, or Performance Max. This allows you to reach specific customer groups defined in RetentionX with tailored messaging and offers.
You can also exclude the audience from campaigns or ad groups. This is especially useful for avoiding wasted spend—for example, by excluding worst customers from retention campaigns or excluding recent purchasers from re-engagement campaigns.
In the past, Google Ads allowed advertisers to create Similar Audiences (Google’s equivalent of lookalike audiences) based on Customer Match lists. Google is currently phasing out classic Similar Audiences across many campaign types and replacing them with more automated approaches, such as optimized targeting and Smart Bidding. As a result, the availability of Similar Audiences now depends on your campaign type and Google Ads account setup.
Audience Eligibility Requirements
To use Customer Match audiences for targeting in Google Ads, the following requirements apply:
At least 90 days of Google Ads account history
A minimum of USD $50,000 in total lifetime ad spend
If these requirements are not yet met, the audience can still be created and synced from RetentionX, but it may not be available for targeting until eligibility is reached.
Audience Updates
A common challenge in Google Ads is keeping audiences accurate over time. RetentionX handles this automatically.
As long as a segment is created as a dynamic segment, it is recalculated daily. Customers are added to or removed from the segment as soon as they meet—or no longer meet—the defined conditions. These changes are automatically reflected in the connected Google audience.
This gives you precise control over who is being targeted and, as a result, better control over your marketing budget—without any manual updates.
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