Step-by-Step Guide to Google Ads Customer Match
Google Ads Customer Match helps you target customers by uploading their data (like emails or phone numbers) and matching it with Google users. You can create specific campaigns for loyal buyers, new customers, or inactive users. It also allows you to expand your audience with lookalike targeting.
Key Benefits for UK Businesses:
- Precise targeting: Focus your ads on people who already know your brand.
- Higher engagement: Customised campaigns based on customer behaviour.
- GDPR compliance: Use customer data securely with proper consent.
Requirements:
- Account must be 90+ days old with £40,000+ lifetime spend.
- Data must be in CSV format, with UK-specific formats (e.g., +44 for phone numbers, SW1A 1AA for postcodes).
- Only first-party data with user consent is allowed.
How to Use:
- Prepare your data: Clean and format it properly.
- Upload to Google Ads: Use the Audience Manager tool.
- Segment audiences: Tailor ads for different customer groups.
- Optimise campaigns: Monitor performance and improve match rates.
By following these steps, you can boost ad relevance, improve ROI, and reconnect with existing customers effectively.
Requirements and Compliance
Account Eligibility Requirements
To use Google Ads Customer Match, your account must meet specific criteria that ensure responsible data management and policy adherence.
First, your Google Ads account needs to show a solid track record of policy compliance and reliable payment history.
All advertisers who meet policy standards can use Customer Match in the "Observation" setting and create exclusion lists. However, to take full advantage of Customer Match features – like the "Targeting" setting and manual bid adjustments – your account must meet additional requirements. These include having at least 90 days of Google Ads history and a lifetime spend of over $50,000. For UK businesses, this translates to approximately £40,000, depending on exchange rates.
Google has also made Customer Match more accessible for smaller businesses by lowering the minimum audience size for Search campaigns from 1,000 to just 100 users. Navah Hopkins, Brand Evangelist at Optmyzr, called this change:
"An amazing development and a huge win for SMBs!"
However, access to Customer Match can be revoked if your ads harm users or repeatedly violate policies. To avoid issues, monitor your campaigns regularly and stay updated on policy changes.
Once eligibility is confirmed, it’s crucial to ensure your data practices align with UK data protection laws.
GDPR and Data Protection
For UK businesses, compliance with data protection laws is non-negotiable when using Customer Match. Since Brexit, the UK has retained GDPR principles under its own legislation, making strict adherence essential when handling personal data.
You must obtain explicit, informed, and freely given consent from users before collecting their data. Additionally, your privacy policy should clearly state that customer data may be shared with third parties.
Google requires businesses to use a Consent Management Platform (CMP) from its list of certified partners. A CMP helps you properly collect and manage user consents, ensuring you have documented proof of permission to use customer data. When uploading data to Customer Match, include the consent status for each user – indicating whether they agreed or declined to personalised advertising. This ensures you’re only targeting users who have explicitly opted in.
The data you upload must be first-party data – information collected directly from your customers with their consent. Purchased lists or third-party data sources are not permitted. Customer Match lists are valid for a maximum of 540 days, so you’ll need to refresh your data and re-obtain consent periodically to stay compliant.
Google’s EU user consent policy highlights:
"Any user dealing with a service using Google technology should be clear about the data collected about them, the purposes for which it’s being used, and the means available to control usage."
Google also advises businesses:
"You should seek independent legal advice relating to your obligations under the GDPR, as only a lawyer can provide you with legal advice specifically tailored to your situation."
Once compliance is ensured, the next step is correctly formatting your customer data for upload.
Data Formats for UK Businesses
Properly formatting customer data is essential for successful uploads and matching in Google Ads. UK businesses need to follow specific guidelines to avoid errors.
Files must be in CSV format and encoded in either ASCII or UTF-8. Avoid UTF-16 encoding, as it’s not supported. Double-check your file export settings before uploading.
Headers should always be in English as specified by Google Ads.
For UK phone numbers, use the E.164 format with the +44 country code. For instance, a London number should appear as +447123456789, rather than 07123 456789. If uploading pre-hashed data, the plus sign is mandatory. Use ‘GB’ as the ISO two-letter country code for addresses, and ensure postcodes follow the full UK format (e.g., SW1A 1AA), excluding any extensions.
When uploading data for postal address matching, your file should include columns such as "First Name", "Last Name", "Country", and "Zip". For combined matching across email, postal address, and phone, include all relevant columns: "Email", "Phone", "First Name", "Last Name", "Country", and "Zip".
Google Ads will hash your data using the SHA256 algorithm if you don’t hash it yourself. This adds an extra layer of security during the upload process.
Keep in mind that all customer data must comply with Customer Match policies. Regularly updating and cleaning your customer lists not only improves match rates but also ensures you’re working with accurate, up-to-date information.
Preparing and Uploading Customer Data
Formatting Customer Lists
Before diving into formatting, make sure your data is GDPR-compliant and that you have proper consent to use it. This is an essential first step. When formatting, stick to the exact column headers in English as specified by Google Ads. Save your file in CSV format with either ASCII or UTF-8 encoding to avoid issues. If you’re exporting from a CRM, double-check the encoding settings to prevent errors.
The required column headers include: Email, Phone, First Name, Last Name, Country, Zip. You can include all of these or just the ones relevant to your campaign. For example, if you’re only targeting by email, you only need the "Email" column.
When it comes to UK phone numbers, format them using the E.164 standard. A typical London mobile number would look like this: +447123456789 (you can omit the plus sign, but keeping it ensures consistency). For UK addresses, use "GB" as the country code. In the Zip column, include the full UK postcode (e.g., "SW1A 1AA"). Be consistent – whether you include a space or not, ensure formatting is uniform.
Clean up your data before uploading. Remove duplicates, fix errors, update outdated entries, and exclude customers who have unsubscribed or requested data deletion to stay compliant. Google will hash your data with the SHA256 algorithm during upload if it’s in plain text. Keep in mind that Country and Zip data won’t be hashed.
Once your file is properly formatted, it’s ready to upload into Google Ads.
Uploading Data to Google Ads
To upload your data, log in to Google Ads and navigate to Audience Manager via the "Tools & Settings" menu. From there, select "Audience Lists" and click the plus button to create a new audience. Choose "Customer List" as the audience type. For manual uploads, opt for "Upload a file" and select your prepared CSV.
Google will validate your file and flag any errors, such as incorrect headers or encoding issues. If errors are detected, download the error report, make corrections, and re-upload the file. Once your data is successfully uploaded, Google will match it with signed-in Google users to generate your audience. The upload process adheres to the data protection measures you’ve already set up.
If you’re running ongoing campaigns, consider linking your CRM system directly to Google Ads. This allows for automatic updates to your Customer Match lists, ensuring your audience data stays fresh.
Audience Naming and Duration Settings
After uploading, it’s important to organise your audiences with clear and consistent naming conventions. For UK businesses, a helpful format might be:
[Campaign Type][Goal][Location][Product/Audience][Timeframe].
For example: S_Conv_UK_Shoes_Q4_2024.
Use abbreviations to simplify common elements. For instance:
- S for Search
- D for Display
- V for Video
- Conv for conversions
- Traffic or Aware for brand awareness.
Include location codes like UK, LDN (London), or MANC (Manchester) to make targeting clearer. Keeping names short and consistent, separated by underscores or dashes, streamlines collaboration within your team.
Set appropriate membership durations based on your campaign goals. Customer Match lists can last up to 540 days. However, shorter durations like 90 or 180 days might work better for seasonal campaigns. For e-commerce, a 365-day duration often fits general customers, while B2B businesses with longer sales cycles might benefit from the maximum duration. Regularly refreshing your lists ensures they reflect current customer behaviour.
Keep in mind that starting in March 2024, Customer Match lists will no longer be available for use on Google Partner Inventory or third-party exchange websites in the UK.
Creating and Managing Customer Match Audiences
Creating a Customer Match Audience
Once you’ve formatted and uploaded your data, it’s time to create your first Customer Match audience. Head to the Audience Manager in your Google Ads account by navigating through "Tools & Settings". From there, click on "Audience Lists" and hit the plus button to start building a new audience.
Select "Customer List" as your audience type. You can either upload a file (usually in CSV format) or connect a data source directly. Google will validate your file and, if there are any issues, provide an error report for you to review.
Once your data is validated, Google matches it with signed-in users. This process typically takes 24–48 hours. After matching, you’ll see an estimated audience size, which may adjust depending on how many users are linked to active Google accounts.
With Customer Match, you can target your audience across multiple platforms, including Search, Shopping, Gmail, YouTube, and Display. In recent years, Google has enhanced this feature by enabling automatic inclusion of unused Customer Match lists in Smart Bidding for various campaign types (2022–2024).
To be effective, your audience must include at least 100 user records. Keep in mind that Customer Match lists expire after 540 days. For UK-specific campaigns, consider segmenting your audience based on behaviour and location for more tailored targeting.
Audience Segmentation for UK Markets
After creating your Customer Match audience, segmenting it can help you refine your strategy and boost relevance for UK audiences. Start by dividing customers based on factors like purchase history, engagement levels, or geographic location within the UK.
For instance, you could create a segment for high-value customers who’ve spent over £500 in the past year. Behavioural segmentation is another powerful tool – distinguish between customers who prefer online shopping and those who frequent physical stores. You can also create segments around seasonal trends, such as Christmas, summer holidays, or back-to-school shopping periods.
Businesses that run segmented campaigns often experience a 14.3% increase in engagement compared to those that don’t. When targeting UK audiences, radius targeting has been shown to deliver better ROI than city or postcode-based approaches. You can enhance this further by layering your Customer Match list with demographic data and interest categories to pinpoint the most effective segments.
Fixing Low Match Rates
Once your audience is live, it’s important to address any match rate issues to optimise your campaign’s performance. Most advertisers report match rates between 29% and 62%. To improve these rates, consider adding multiple match keys, such as phone numbers, first names, last names, and UK postcodes. This approach can boost match rates by up to 35%.
The quality of your data plays a critical role. Personal email addresses generally perform better than business ones, as customers often use personal accounts for Google services. To improve results, enrich your CRM data with personal email information rather than relying on corporate emails.
Formatting is equally important – ensure email addresses are in lowercase and free of spaces. Outdated data can harm your match rates, so consider automating updates by linking your CRM system directly to Google Ads or syncing with Google Sheets.
If match rates are still low, double-check that your file contains at least 100 user records and uses the correct hashing methods. Google offers a Customer Match list formatter tool to help validate your data. Rather than focusing solely on match rate percentages, prioritise the accuracy and relevance of your data. A smaller, well-matched audience often delivers better results than a larger list with poor-quality data. By improving match rates, you’ll enhance your campaign targeting and see better returns on investment.
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Campaign Targeting and Optimisation
Using Customer Match Across Campaign Types
Once you’ve organised your Customer Match audiences, the next step is to target them effectively and keep an eye on performance. Google Ads allows you to use Customer Match across various campaign types, offering a versatile way to engage your audience.
Search campaigns are particularly effective when paired with Customer Match. By combining it with audience targeting, you can control who sees your ads and customise your approach. For example, if your existing customers search for complementary products or services, you can adjust bids or display ad copy that reflects their relationship with your brand, creating opportunities for cross-selling.
Shopping campaigns are ideal for showcasing products to customers who have purchased from you before. This is particularly useful for consumable or seasonal items. For instance, if you run an online grocery store, you could target customers who previously bought baking supplies with ads featuring seasonal ingredients during festive periods.
YouTube campaigns provide a great platform for visual storytelling, making them perfect for reaching people who already know your brand. Since Customer Match became available on YouTube in late 2022, it has become a powerful tool for boosting brand awareness and remarketing.
Gmail campaigns, introduced in early 2024, allow you to deliver promotional content directly to users’ inboxes. This approach works well for service-based businesses or those with longer sales cycles, as it helps nurture relationships through personalised, email-like advertisements.
Display campaigns broaden your reach by targeting customers across millions of websites. By combining your Customer Match lists with Similar Audiences or In-Market Audiences, you can identify new prospects who share traits with your existing customers. Additionally, Performance Max campaigns use Google’s AI to automatically optimise ad distribution across platforms, focusing on generating leads.
Advanced Targeting Techniques
To refine your campaigns further, consider layering different targeting methods to create highly specific audience segments. Start by combining Customer Match lists with demographic details, interests, and geographic data to ensure your ads reach the right people.
Geotargeting can be especially useful for businesses in the UK. Instead of targeting the entire country, focus on specific regions, cities, or even postcode areas where your customers are most concentrated. For example, a retailer based in Manchester could create separate campaigns for Greater Manchester, Liverpool, and Leeds, tailoring messaging and offers to suit each area’s preferences.
Dayparting allows you to schedule your ads to appear during the times when your audience is most active. If your data shows that customers tend to engage with your business during lunch hours or weekend mornings, you can adjust your ad schedule accordingly. Similarly, device targeting lets you fine-tune campaigns based on whether users are on mobile, desktop, or tablet, helping you align with customer behaviour at different stages of their journey.
Lookalike audiences are another way to reach potential customers by targeting users who share traits with your current audience. By uploading a list of your most valuable customers, Google can identify people with similar online habits and interests, expanding your reach.
On the other hand, audience exclusions help you avoid spending ad budget on users unlikely to convert. For instance, if you’re promoting a premium product, you might exclude customers who frequently choose discounted options, ensuring your ads are more relevant.
One practical example comes from ImmoScout24, a German real estate platform. By enhancing its audience tagging and using Customer Match across all its Google Ads accounts, the company achieved a 52% boost in conversion rates and cut its cost-per-acquisition by 15%.
Monitoring and Improving Performance
To get the most out of your Customer Match campaigns, regular monitoring and adjustments are essential. Keep an eye on key metrics like click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS) to evaluate success.
Automating data updates can help keep your audience lists fresh. By linking your CRM system to Google Ads, you can ensure daily updates, or use tools like Zapier for real-time adjustments. Conversion-based customer lists can also simplify the process by automatically creating segments based on your conversion goals, saving time and improving accuracy.
Performance data holds valuable insights into customer behaviour. Use Google Analytics to understand what users do after clicking your ads and gather feedback to refine your ad copy or targeting strategies. Advertisers who integrated Customer Match signals into their campaigns reported a 5.3% increase in conversions. This improvement stems from Google’s AI leveraging detailed customer data to optimise bids and refine targeting.
Smart Bidding integration takes this a step further by using your customer data to predict which users are most likely to convert. Combining Customer Match with AI-driven targeting can help you reach new audiences that resemble your most valuable customers.
Summary and Next Steps
Key Steps and Best Practices
To make the most of Google Ads Customer Match, focus on combining compliance with smart targeting strategies. Start with a well-established and compliant Google Ads account.
Gather accurate customer data, such as email addresses, phone numbers, and physical addresses, while strictly adhering to GDPR and UK data protection laws. The quality of your data is crucial – using multiple match keys can significantly improve match rates.
Ensure your CSV files are formatted correctly and contain up-to-date information for effective matching. Google hashes this data securely when you upload it.
These steps build on the essentials of compliance, data preparation, and campaign optimisation. Customer Match works across Google Search, YouTube, Gmail, and Display campaigns, offering flexibility in reaching your audience. Regularly monitor and adjust your campaigns – advertisers who integrate Customer Match signals effectively often see a 5.3% increase in conversions. While most advertisers achieve match rates between 29% and 62%, you can push these numbers higher by uploading comprehensive first-party data and keeping your customer lists fresh and accurate. Consistency in data formatting and regular updates play a significant role in improving campaign performance.
If these steps feel overwhelming, professional support can help fine-tune your campaigns for better results.
Getting Professional Help
If your campaigns are inconsistent, traffic is high but conversions are low, or you’re spending heavily without seeing results, it might be time to consider professional assistance. Experts can address common challenges like low match rates or data issues, ensuring your campaigns perform at their best.
Professional PPC specialists bring hands-on experience with advanced targeting strategies and can dedicate the time needed for ongoing optimisation. As digital marketing strategist Ratan Jha explains:
"Hiring a Google Ads expert isn’t about admitting defeat or giving up control. It’s about making a smart business decision to leverage specialised skills that can help your company grow".
Expert intervention often leads to impressive results. For example, one local service provider improved their lead-to-conversion rate by 150% after resolving tracking issues, allowing for better budget allocation based on accurate performance data.
The PPC Team offers tailored support for businesses aiming to maximise their Customer Match campaigns. Their services include a free PPC audit to identify improvement opportunities, along with targeted advertising solutions and conversion rate optimisation specifically for UK businesses.
When considering professional help, ask detailed questions about their strategies, methods, and how they measure success. Many agencies and consultants offer free initial reviews or assessments, providing valuable insights without requiring a commitment. Investing in expert guidance can lead to better campaign results, smarter resource use, and the confidence that your Customer Match campaigns are managed by specialists familiar with UK market dynamics and compliance standards.
Customer Match Lists In Google Ads 2025: Tutorial and Step by Step Guide
FAQs
How can I make sure my customer data meets GDPR requirements when using Google Ads Customer Match?
To meet GDPR requirements when using Google Ads Customer Match, it’s essential to secure clear and explicit consent from users before gathering or using their personal data for advertising purposes. This is particularly crucial for individuals in the UK, EU, and Switzerland.
It’s also important to keep your customer lists up to date and use a consent management platform (CMP) to track and record permissions. This not only ensures compliance but also provides documentation if needed. Additionally, to reduce potential risks, exclude data from users in regions where consent hasn’t been granted.
By taking these precautions, you can responsibly use Customer Match while staying within GDPR guidelines.
What advanced targeting strategies can I use with Google Ads Customer Match to improve my campaign performance?
To get the most out of your Google Ads campaigns with Customer Match, try these advanced targeting techniques:
- Blend your customer data with other audience groups, like in-market or affinity audiences, to target with greater precision.
- Use detailed customer insights to build customised audience segments and re-engage them on platforms like Search, YouTube, and Gmail.
- Combine Customer Match with extra targeting tools, such as keywords, demographics, or location data, to fine-tune your audience and boost campaign performance.
These approaches can help you serve ads that resonate more with your audience, increasing engagement and achieving stronger campaign results.
How can I increase match rates when using Customer Match in Google Ads?
To get better match rates in Google Ads Customer Match, start by ensuring your data is accurate, well-organised, and includes multiple match keys like email addresses, phone numbers, and postal addresses. Adding a third match key can boost your audience size by roughly 35%, giving you a broader reach.
Make sure your data is high-quality – double-check that all details are current and error-free. Also, keep in mind that your audience needs to have a minimum of 1,000 users for your ads to serve effectively. By improving data quality and incorporating additional match keys, you can significantly enhance your campaign performance.
