Ad Manager - Audience Segments for Google Ads

Modified on Wed, 29 Oct at 8:04 AM

Summary of the Release

The software's Ad Manager now supports Google Audience Segments, enabling users to create, manage, and target audiences directly within their account. This release introduces end-to-end audience management; from segment creation in the ad manager settings to seamless integration within the campaign builder, ensuring better reach, personalization, and campaign performance.

What’s New?

“Audience Segments”
tab under
Ad Manager Settings > Google Ads

Centralized section to
create, view and manage all Google Ads audience segment
types.

Supports multiple segment types:

Customer Match
: Upload or sync customer data lists.

Website Visitors
: Retarget site or landing page visitors.

Interest Segments
: Target users based on interests or search intent.

Lookalike Segments
: Expand reach to users similar to your existing audience.

Inline
audience creation in campaign builder

In the Intended Audience
section of the Google Ads campaign flow, users can now:

Select existing segments
from the dropdown or
Create a New Audience Segment
without leaving the builder.

On selecting “
Create a New Audience Segment
”, users can instantly choose between
Customer Match
and
Website Visitors
, mirroring the settings experience for faster workflow continuity.
This feature eliminates navigation friction and allows campaign-level audience setup in one unified flow.

Enhanced targeting experience

Improved
Intended Audience UI
with dual tabs:
Target Interests
(Affinity/In-Market) and
Audience Segments
.

Affinity and In-Market categories support expanded subcategories (e.g., Real Estate, Financial Services, Education).

How to Use?

Go to
Ad Manager Settings > Platform : Google Ads > Audience Segments
.
Click
Create New Segment
and choose from segment types (Customer Match, Website Visitors, Interest or Lookalike).
Configure details (file upload, rules, membership duration, description, etc.) and save.
During campaign creation, navigate to
Intended Audience > Audience Segments
, select from existing ones or click
Create New Audience Segment
to add one inline.
Save and review your campaign to activate enhanced audience targeting.

Why This Feature?

Provides good level of
parity
with
Google Ads’ audience ecosystem
inside Ad Manager.
Removes friction between audience setup and campaign creation.
Boosts ad relevance, CTR and conversion rates
through smart segmentation and high-intent targeting.