Google has introduced a new Audience Builder feature that changes how marketers approach audience targeting in Google Ads. Aimed at enhancing the effectiveness of Demand Generation, Video, and Performance Max campaigns, this tool helps certified Google Ads experts streamline their audience management strategies.
The Audience Builder allows for more precise targeting but comes with some limitations that marketers need to navigate. It replaces the older audience management workflow, offering a more structured but less flexible approach.
Marketers can use only one audience per ad group in Demand Gen and Video campaigns, while Performance Max campaigns allow only one audience signal per asset group. Although users can include multiple audience segments within one group, combining layers through an ‘AND’ relationship is no longer supported. This shift requires more strategic planning when setting up campaigns.
Struggling with the new Google Ads Audience Builder? This quick explainer video from Google Ads Coach @the_google_pro breaks down how building audience targeting and audience signals works in Demand Gen, Video, and Performance Max campaigns.
We cover the crucial "OR"… pic.twitter.com/iB1fP3DkMb
— Search Engine Land (@sengineland) May 14, 2025
Maximizing audience targeting efficiency
One of the main advantages of the Audience Builder is the ability to create reusable audiences. These can be saved and applied to multiple campaigns, helping maintain consistency. Marketers can also create custom interest segments and Lookalike audiences, which is especially useful in Demand Gen campaigns. However, in Video campaigns, audience customization is limited, as search terms cannot be used to build interests.
For Performance Max campaigns, the tool works differently. It uses audience signals rather than direct targeting, relying on Google’s algorithms to find potential converters. This approach may extend ad reach beyond the specified audience, requiring careful adjustment to optimize visibility.
Currently, the Audience Builder is not available for Search, Shopping, or Display campaigns, but experts anticipate its future integration. As Google continues to refine this tool, Google Ads specialists should stay informed to maximize its potential and maintain efficient campaign management.
