Google Ads Audiences integration

With Google Ads customer match list, you can use your online and offline data to reach and engage your customers again on Google Search, Shopping, Gmail, YouTube, and Google Display. By using information that your customers have shared with you, customer matching will target ads to these customers and others who are similar to them.

Customer matching is a powerful advertising tool for increasing brand awareness and conversions. Here are some examples of different audiences that you can reach with Google customer matching:

  1. On Google Search and Shopping, you can optimize your campaigns by adjusting your bid based on your customers' activities.
  2. On Gmail, you can reach your existing customers or potential new customers with similar interests through customized ads at the top of their inbox.
  3. On YouTube, you can reach new segments by targeting those who are similar to your most valuable customers.
  4. On the Google Display Network, you can reach your existing or potential new customers with similar interests through customized ads.

Learn more about Google customer matching here.

We will go through:

  1. About the integration
  2. Installation
  3. Creating segments in Rule
  4. How often can you update?
  5. Encryption
  6. Troubleshooting

About the integration

By integrating Rule with Google Customer Matching, you can easily link a segment to your target audience. Inside Rule, you can press the "Connect" button in the desired segment, which will place active subscribers in that segment into a custom audience in Google Customer Matching.

Custom Audience takes audiences from your segments and analyzes their behaviors and interests to match them with similar individuals, enabling targeted ads to these groups. By providing example audiences, a separate list is created.

For more information on how this works, we refer to the following information from Google:

"About Customer Match"

Examples of segmentations from Rule to Google Customer Match can include subscribers who have not made a purchase in 120 days. By creating a target group based on these subscribers, you can reach them in more channels than just via email and SMS.

Follow the steps under "Create segments in Rule" to see how to set up the segment!


To make the integration work, you need to have a Google Ads account. If you have multiple ads accounts linked to Google Ads, you will choose which account to link to this upload of subscribers in the login step.

When sending a target group to Google Ads for the first time, you need to log in to your Google Ads account and accept the terms below.

Create segments in Rule

  1. Click on 'Subscribers' to get the dropdown menu
  2. Click on 'Segments'

Then choose an already set up segment, or create a new one. If you are unsure how to create a segment, you can read more about it here!

  1. When you are in your segment, click on 'Connect external target group'
  2. Then 'Connect' on 'Google Ads customer match list'

Choose which account:

Once Rule and Google are connected, the subscribers are transferred directly and you will receive a notification that the export has gone through. If there are a large number of subscribers (100,000 or more, it may take a few minutes)

  1. Here you can see if it is connected
  2. Which account is linked
  3. How many customers are in the segment
  4. If you want to sync again

When logging in to and clicking on "Tools & Segments", then selecting "Shared Library" and pressing "Audience Manager", the target group that was just created will be there. By clicking on it, you can see the number of rows (subscribers) from the segment and its status.

How often can you update?

We use a replacement list when updating as it does not affect any current campaigns you may have running. This means that each update must be reviewed by Google and can take up to 24 hours before you can send a new list. We display a message if the "Audience" is not ready for update if it is being updated.

You can also check the status in Google Ads by clicking on Audiences and scrolling down to your audience. The name of the audience is "Rule Export - "Name of your Filter" (Date + Time)". If you need a new updated audience when an older one is being processed, we recommend creating a new filter. Keep in mind that changes to audiences can take up to 48 hours before they are reflected in campaigns according to Google.


All data sent to Google is encrypted with the SHA256 Algorithm. You can read more about how Google describes the encryption of user information.


If an audience does not want to be sent from Rule to Google Ads account, you can double check that the Ads account is active. To ensure that the Ads account is active, you need to:

  1. Log in to Google Ads
  2. Navigate to 'Tools and settings' in the top right menu and click 'Setup'
  3. Click on 'Preferences'
  4. Scroll down to 'Account Status' and make sure the account is active. When the status is 'Active'

Please contact with any questions!

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