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About Customer Match

AdWords Customer Match lets you show ads to your customers based on data about those customers that you share with Google. Customer Match is a useful advertising tool for many business goals, from increasing brand awareness to driving performance. For example:

  • On YouTube, reach new audiences, by targeting similar audiences to your most valuable customers.
  • On Gmail, reach your customers or a similar audience with personalized ads at the top of their inbox tabs, in addition to your email campaigns.
  • On the Search Network, and Google Shopping optimize your campaigns by adjusting your bid based on what you know about your customers’ activities.


Customer Match is currently only available on Search, Shopping, YouTube, and Gmail. It's not available on third-party sites on the Google Display Network.

How it works

Let's say you want to advertise a new loyalty program to your existing customers with ads on Google. Here's how it works:

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You upload a data file of email addresses your customers have given you. You create or update a campaign to target your Customer Match audience — customers from your uploaded data file who are Google users. When those users are signed in to their Google account, they see your ads as they use Google Search, YouTube, and Gmail.

For more information about how Google uses the data files you upload for Customer Match and how the matching process works, read how Google uses Customer Match data.

Membership duration

Customer email lists don't expire, and membership duration is unlimited by default. You can control how long your customers are kept in a Customer Match audience, but it's best to refresh your list regularly. AdWords will send you an email if your lists haven't been refreshed in a while.

Data sharing across accounts

If you have a Customer Match audience or similar audience in your manager account, or a client account shares their Customer Match audience or similar audience with your manager account, you can share them across other managed accounts. All accounts using a Customer Match audience must comply with the Customer Match policies. We will not allow sharing or usage of this data outside of your managed account. Only account owners and administrators may add or remove email addresses from Customer Match audiences for which they have administrator access.

Similar audiences for YouTube and Gmail

Similar audience targeting based on your Customer Match audiences is available for YouTube and Gmail. These similar audiences will be automatically created if your Customer Match audiences meet the minimum eligibility criteria. You can target a similar audience the same way you'd target a remarketing list: by adding it to an ad group in your campaign.

When a similar audience is available, it will show the list size on each available network in your "Audiences" table. Once it's active, you can add your similar audience list to your targeting. If a list says "Unavailable" in one of the columns, that means the list isn't able to target on that property. Keep in mind: it may take up to 24 hours for your campaign to start serving.

Using the AdWords API

Account owners or administrators can also use the AdWords API to upload data files and manage their Customer Match audiences. Advertisers can upload a data file, add or remove email addresses, or edit configurations through the API. To learn more, visit the remarketing section of the Adwords API in the Google Developers Center.

User choice and control

Google users can control the ads they see on Google services, including Customer Match ads, in their Google Ads Settings.

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