How To Add Customer Match List Google Ads

How To Articles

Including a Customer Match List in Google Ads can greatly enhance the effectiveness of your ad campaigns and cater to your specific audience. This article will provide step-by-step instructions for adding a Customer Match List to Google Ads, accompanied by personal advice and tips.

What is a Customer Match List?

A Customer Match List is a feature in Google Ads that allows you to upload a list of your own customer data, such as email addresses or phone numbers, and target ads specifically to those customers. This can be a great way to tailor your messaging and offers to people who have already shown an interest in your business.

Step 1: Collect and Organize Your Customer Data

The first step in adding a Customer Match List is to gather the customer data you want to use. This could be a list of email addresses, phone numbers, or even unique identifiers like user IDs. Make sure that your data is accurate and up-to-date.

Once you have collected the data, organize it into a CSV or TXT file. Each piece of customer data should be in a separate row or cell.

Step 2: Create a Customer Match List in Google Ads

Now that you have your customer data ready, it’s time to create a Customer Match List in Google Ads. Here’s how:

  1. Sign in to your Google Ads account.
  2. Click on the “Tools & Settings” menu and select “Audience Manager.”
  3. In the left sidebar, click on “Audience Sources” and then select “Customer lists.”
  4. Click on the blue plus button to create a new Customer Match List.
  5. Give your list a name and description to help you identify it later.
  6. Choose the data type you will be uploading, such as email addresses or phone numbers.
  7. Upload your customer data file and click “Upload and create list.”

Step 3: Customize Your Ad Campaigns with Customer Match Lists

Once you have created your Customer Match List, you can start using it to personalize your ad campaigns. Here are a few ways to make the most of this feature:

  • Customized messaging: Use your Customer Match List to create ads that speak directly to your existing customers. Highlight exclusive offers or personalized recommendations to make them feel valued.
  • Targeted bidding: Adjust your bidding strategy for your Customer Match List to prioritize reaching these valuable customers. Bid more aggressively or allocate a higher budget to maximize your impact.
  • Exclusion targeting: Combine your Customer Match List with exclusion targeting to make sure you’re not wasting ad spend on customers who have already converted or opted out of your communications.

By utilizing these strategies, you can enhance the effectiveness of your ad campaigns and build stronger relationships with your existing customers.


Adding a Customer Match List to Google Ads is a game-changer in terms of personalization and targeting. By leveraging your own customer data, you can create more relevant ads and increase your chances of driving conversions. Remember to collect and organize your customer data, create a Customer Match List in Google Ads, and customize your ad campaigns accordingly. With these steps, you’ll be on your way to running highly targeted and effective ad campaigns.