Google Ads

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.

Augusta Bhardwaj

Built Admiral · runs the audits on real accounts