About audience signals for Performance Max campaigns

Audience signals allow you to add audience suggestions that help Google AI optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you guide machine learning models on the ideal way to optimize your campaign.
Note: Performance Max may show ads to relevant audiences outside of your signals if they have a strong likelihood of converting to help you meet your performance goals.


To add audience signals, follow the instructions below.

  1. Navigate to the "Audiences" section beneath your asset group.
  2. If you have already created audiences, choose Select an Audience. If not, choose Create an Audience.
  3. Create a unique name for your audience.
  4. Add your data.
  5. Add custom segments.
  6. Choose Save Audience.
Tip: You can use the “Demographics” section and the “Additional segments” option to further customize your audience. To enhance machine learning, use search term based custom segments.

Audience signal inputs

How they’ve interacted with your business

You can leverage first-party customer and marketing data you already have from desktop and mobile visitors, page and social views, and past converters.

Try adding data from these sources:

  • Website visitor lists
  • App user lists
  • Customer lists (for example, email and subscription lists)
  • Video viewer lists

Learn more About your data segments

Your custom audience segments

Custom audience segments help you reach your ideal audience by using relevant keywords, URLs, or apps that you add. Add the keywords or phrases that represent your targeted audience. Use URLs from websites that are similar to your website. Enter the names of apps that your ideal customer is likely to use.

Learn more About custom segments.


When you use Demographics, you can narrow the focus of your custom audience segment by using certain identifiers to focus your campaign on specific qualities of your audience.

Additional audience segments

Add other segments to reach people based on who they are, their interests and habits, and what they’re actively researching. These signals help you reach the right audience at the right time.

Try adding targets from these areas:

  • Detailed demographics: Reach user groups based on long-term life facts.
  • Life events: Reach user groups when they are in the midst of important life milestones.
  • Affinity: Reach user groups based on what they're passionate about and their habits and interests.
  • In-market: Reach user groups based on their recent purchase intent.

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