Audience signal
The starting audience you hand a Demand Gen or Performance Max campaign.
An audience signal is a list — your customers, your site visitors, people who searched certain terms, or an interest segment — that you attach to a Demand Gen or Performance Max campaign as a starting point. It is a suggestion, not a boundary: Google begins with the people in it and expands to others who behave like them. Without one, the campaign starts from Google's guess about who might convert for a site like yours, which on a new account is not much of a guess. A campaign with no signal is not wrong, exactly; it is just slower to learn and more expensive while it does, and on a small budget that learning period can be the whole budget.
Connect Google Ads or Meta and every check runs on the data already in your account. Free for 14 days, no card — nothing changes without your click.
Run the free audit