With smarter segmentation and intent-driven targeting, you can reach the users who are most likely to convert. Creating effective audiences in Google Ads shouldn't be about guessing who might be interested in your product.

How do I choose my target audience?

Instead of casting a wide net with demographics, focus on intent signals and matching your Ideal Customer Profile (ICP) with your offer. Effective targeting begins with knowing who your best customers are.

“For a quality management system, you want people interested in quality. If you're promoting expense management software, you need to reach finance teams, not just general business users.”

Here’s how to refine your audience:

• Match your ad to your ICP (industry, job title, pain point)

• Use engagement behaviour: pricing page visits, trial starts, etc.

• Interview the sales team to understand real-world objections and goals

Tools to help define your audience:

By identifying actual intent, you ensure you're not just reaching more people, but the right people.

How can your current customers turn into a powerful blueprint?

Scaling with lookalike (or “similar”) audiences remains one of the most effective tactics, but only if your source list is high quality.

Here’s the pro method:

1. Automatically sync your CRM with Google Ads (using tools or direct integrations)

2. Build a customer list based on deals won, power users, or long-term clients

3. Let Google create a lookalike audience based on that list

4. Retarget these similar users with Display or Demand Gen campaigns

“The more relevant your customer list, the more specific your audience becomes. That specificity is what drives performance in lookalikes and display campaigns.”

Why CRM sync is essential?

Connecting your CRM directly is key because it:

• Keeps audiences fresh and dynamic

• Enables real-time retargeting

• Reduces manual list uploads and errors

Layer this highly accurate, synced audience data into a Performance Max (PMax) or Demand Gen campaign to let Google's machine learning optimize toward your ICP signals for superior results.

How do I optimize my Google Ads for better conversion?

You need to integrate audience strategy with keyword targeting, exclusions, and messaging to truly improve campaign effectiveness.

Here are some must-use techniques when optimizing your Google Ads:

1. Align the keywords with audience intent

In Search Ads, keywords act as your targeting mechanism. Without the right keywords, even perfect audiences won’t find your ads.

How to uncover intent?

• SEMrush or Ahrefs for keyword data

• Interviewing existing customers

• Talk to your sales team about common pain points

“Search keywords are the gateway to intent. You need to reverse-engineer how your customers think when they’re ready to buy.”

2. Use audience signals in PMax and Demand Gen

To optimise Google Ads for better conversion, the algorithm must be fed with sufficient and high-quality conversion data. This forms the foundation for Google's machine learning to refine its bidding strategies and targeting.

We recommend setting up two types of conversions:

2.1. CRM Lifecycle Conversions (High-Value)

Measure crucial, high-value lifecycle changes (like a lead becoming an MQL) by connecting your CRM (e.g., Hubspot) to Google Ads. This requires a perfectly configured CRM environment but provides the algorithm with highly accurate data on qualified prospects.

2.2. Micro-Conversions (High-Intent Signals)

Use a Tag Manager to track actions demonstrating high user intent, such as:

• Clicking a 'Request a Demo' CTA

• 50% scroll depth on key pages

• Multiple page visits in one session

These micro-conversions supplement hard data, nourishing the algorithm even with a low volume of final sales. Both data types ensure campaigns receive enough signals to run 'Maximise Conversions' effectively.

3. Use audience signals in PMax and Demand Gen

Google’s newer campaign types (PMax, Demand Gen) benefit from feeding them audience signals. These include:

• Customer Lists from your CRM: Upload your customer lists from your CRM.  This is the starting point to create lookalike audiences in Google Ads.

• Website behaviour (from GA4 or tags)

• In-market or affinity segments

These signals help the algorithm train faster and target more precisely.

4. Retarget with tailored display campaigns

Once you’ve built your custom or similar audience:

• Retarget them with Display ads tailored to their journey

• Use messages specific to their action (trial not completed, demo watched)

• Rotate creative to match user familiarity

5. Use exclusions to improve ROI

Cut spending on:

• Job seekers

• Past converters (unless upselling)

• Unengaged site visitors

This keeps your budget focused on the people who matter.

Conclusion: Start building your smart audiences that convert.

Start with the people who already love your product. Link your CRM to Google Ads for real-time audience sync. Build lookalikes from that data. Align targeting with your ICP and make sure your keywords reflect actual customer intent.

The result? Less waste, more conversions and campaigns that feel like they were made just for your ideal buyer.

Frequently Asked Questions

Still struggling with reaching the right audiences? Let us help you!