How to Use Google Audience Segments to Improve Your Marketing Results

If you’ve ever looked at your ad results and thought, “Why am I paying to reach people who clearly aren’t interested?” — you’re not alone.

Audience targeting is an often utilized lever in digital advertising. It’s not just who sees your ads—it’s whether your budget is working for you or against you. That’s where Google’s audience segments come in.

Whether you’re marketing an online store, a local service, or a mobile app, audience segments help you target people based on their interests, recent behaviors, and past interactions with your brand. In short, you get to spend money on the people for whom your product is most relevant.

Here’s a straightforward breakdown of the main audience segments in Google—and how you can use each one to drive results.

Affinity Segments – Tap Into Broad Interests and Lifestyles

What it is:
These are groups of people who have long-standing interests or lifestyle habits—things like “Sports Fans,” “DIY Home Improvers,” or “Luxury Shoppers.”

When to use it:
If you’re building awareness or want to introduce your brand to people who might care, this is your go-to.

Example:
Let’s say you run a boutique coffee subscription. You could target “Coffee Shop Regulars” or “Food & Dining Enthusiasts” to spark interest among people who already enjoy trying new products or value premium food experiences. Pair it with a lifestyle-focused video ad and you’re not just selling coffee—you’re selling the ritual.

Custom Segments – Build Your Own Audience Based on Real Behaviors

What it is:
Custom segments enable you to define audiences based on keywords, websites, and apps that your ideal customers are engaging with.

When to use it:
When you know exactly what your audience is searching for or where they spend time online.

Example:
Imagine you’re a financial advisor who specializes in retirement planning. You could build a custom segment targeting users searching “best IRA accounts” or visiting sites like NerdWallet or Kiplinger. These people are actively researching their options—which means your ad has a chance to meet them at the right time with the right offer. As a bonus, this is a great way to target your competitor’s target market without them knowing.

Detailed Demographics – Reach People by Life Stage

What it is:
Detailed demographics enable you to target individuals based on key life characteristics—such as parental status, education level, marital status, or homeownership.

When to use it:
When your product or service is relevant to a specific life stage or situation, this helps avoid wasted impressions and ensures your ads land with people who actually need what you’re selling.

Example:
A garden supply store could target homeowners rather than renters. Why? Because they’re more likely to have the space—and the motivation—to invest in outdoor landscaping, large planters, or raised beds. Instead of showing patio fountains or bulk soil to apartment dwellers, your ad reaches people who can actually make use of it. That’s how you turn interest into action.

Life Events – Catch People at Milestone Moments

What it is:
These are users going through big life transitions—graduating, getting married, moving, starting a new job.

When to use it:
Perfect for any business tied to a big moment—think wedding planning, career coaching, or gifting.

Example:
A local furniture store could target people who are “About to Move” or “Recently Moved.” These customers likely need everything from sofas to storage. Add a time-limited promotion, and you’ve just made yourself part of their moving checklist.

In-Market Segments – Reach People Actively Shopping

What it is:
These audiences are show buying intent for a specific product or service.

When to use it:
Ideal for lead gen and lower-funnel campaigns when you want to reach people close to making a decision.

Example:
If you manage marketing for a car dealership, you can target people looking at “Used SUVs” or “Electric Vehicles.” These aren’t just car enthusiasts—they’re shoppers in decision-making mode. Serve them a limited-time offer, and you might get them onto the lot this weekend.

Your Data Segments – Reconnect with People Who Already Know You

What it is:
These are built from your own first-party data: site visitors, email lists, app users, etc.

Types include:

• Website Visitors: Reach people who visited your site but didn’t convert.
  
• Customer Match: Use your CRM or email list to target existing customers.
  
• Lookalike Segments: Reach new users who behave like your current high-value customers.

When to use it:
This is a must for remarketing, loyalty campaigns, and up-sell efforts.

Example:
An online skincare brand could show a “10% off your next order” ad to past customers who haven’t reordered in 90 days—or use a lookalike segment to find new users similar to their best subscribers. These are high-ROI moves that stretch your budget without sacrificing quality.

Google-Engaged Audiences – Follow Up Across Google’s Ecosystem

What it is:
These are users who’ve already interacted with your business on Google—through Search, YouTube, or Discover—but haven’t yet converted.

When to use it:
Best for re-engagement, especially when used in conjunction with a branded campaign. Use it to remind, reinforce, and re-pitch your offer.

Example:
Let’s say someone watched 80% of your YouTube ad for a fitness app but didn’t download. You can follow up with a Google Display Network ad offering a 7-day free trial, nudging them to take the next step while your brand is still top of mind.

Use Audience Targeting to Work Smarter, Not Harder

Audience targeting isn’t just a technical feature—it’s a strategic advantage. When you match your message to the right people at the right time, your campaigns stop relying on luck and start delivering consistent, measurable results.

Whether you’re running search, YouTube, or Demand Gen campaigns, choosing the right audience segments can help you:

• Cut wasted spend
  
• Improve click-through and conversion rates
  
• Scale what’s working faster
  

And the best part? You don’t need a massive budget to get started—just a clear goal and the right segment to match.

If you’re not sure which audience type is best for your business, or if you’re struggling to make sense of Google’s targeting options, I’m happy to help.
Feel free to reach out with any questions or if you want a second opinion on your current setup.

Let’s make your ad spend work harder—so you don’t have to