Audience Signals

What are Audience Signals?

Audience signals are a feature of Performance Max campaigns. Since PMax works without classic keyword or audience targeting, you give the algorithm direction via signals: which type of users is most likely to convert for you? Google starts with these hints and then independently looks for additional users with similar behavior.

Which Signals Can You Provide?

• Your data: Customer lists, website visitors, and app users — the strongest signals because they're based on real conversions
• Custom segments: Users who searched for specific terms or visited specific websites
• Interests and demographics: In-market audiences and affinity segments

Important to Understand

Audience signals are a recommendation, not a restriction. Google also serves your ads to users outside the signals if the algorithm sees conversion opportunities there. This fundamentally distinguishes them from classic audience targeting in Display campaigns.

Pro Tip: Use your customer list as the strongest signal — ideally the customers with the highest revenue. Vague interest signals don't help the algorithm much; the closer the signal is to your real buyers, the faster the campaign learns.