š„Want a quick, no waffle walkthrough of Google Ads audience targeting so your ads reach a better target audience?
In this video, I show how I navigate to Audiences inside a Google Ads account and use audience targeting to lift lead quality on a search campaign.
I explain the key targeting option most people miss: switching from observation to targeting, and when that trade off makes sense.
Then I break down in-market, affinity, demographic targeting, and remarketing list setups, plus how custom segment and combined segments based audiences can tighten intent.
If your Google Ads campaign is pulling in random enquiries, this is one of the cleanest targeting strategies to test without rebuilding everything.
The goal is simple: more relevant ads, fewer time wasters, and better conversion value.
ā© Skip to Section
00:00 Why Google Ads audience targeting improves lead quality
00:26 Where to find Audiences (Audiences, keywords and content)
00:43 Demographic targeting to cut low value segments
01:13 Switch from Observation to Targeting at campaign or ad group level
02:14 In-market explained (people ready to buy)
02:43 Data segments and remarketing list basics
03:00 Combined and custom segment options
03:08 Affinity explained (habits and interests)
03:41 Why narrowing targeting helps ānear meā searches
04:18 Excluding poor demographics to protect profitability
04:42 When to use this if leads are low quality
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āFAQs
Q1 What's Google Ads audience targeting, in plain English?
Itās how I guide Google to show my ads to particular groups of people, not just anyone searching for a keyword. When done well, Google Ads audience targeting improves lead quality and reduces wasted spend.
Q2 Where do I find audiences in my Google Ads account?
Go into the campaign, then Audiences, keywords and content. Thatās where I add an audience segment, choose a targeting option, and apply it at the campaign or ad group level.
Q3 Whatās the difference between Observation and Targeting?
Observation keeps reaching open and just reports performance for each segment. Targeting restricts delivery to that specific audience, which can improve quality but usually lowers volume.
Q4 Should I use audience targeting on a search campaign?
Yes, but I start cautiously. I usually test audiences in observation first, then switch to targeting only when Iām confident the segment is bringing better leads.
Q5 What's an in-market audience, and why does it work?
An in-market audience is made up of people who are actively researching or ready to buy. Itās one of the best options when I want higher intent traffic, especially for service based searches.
Q6 Whatās the difference between an affinity audience and in-market?
Affinity is based on long term interests and habits, so itās broader. In-market is more purchase focused right now, which is why it tends to be stronger for direct response campaigns.
Q7 How do I use a remarketing list with Google Ads audiences?
A remarketing list lets me target people who visited my site or took an action before. It often converts better because they already know who I am, so the ads feel more relevant.
Q8 What's a custom segment, and when should I build one?
A custom segment lets me define a tighter audience based on search behavior, interests, or websites people visit. I use it when the default audience segments are too broad for my target audience.
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