Google has expanded its Customer Match feature to more AI-powered campaign types. This move lets advertisers use their own customer data across a wider range of Google Ads tools. The update builds on Google’s push to make ad targeting smarter and more efficient.
(Google’s Customer Match Expands to More AI Optimized Campaign Types.)
Customer Match allows brands to upload lists of email addresses, phone numbers, or other contact details. Google then matches this information to signed-in users. Advertisers can reach these people with tailored messages. Now, this capability works with more campaign formats that use Google’s AI to optimize performance.
The expansion includes Performance Max and Demand Gen campaigns. These campaign types rely on machine learning to find the best ways to show ads. By adding Customer Match, businesses can guide the AI with their first-party data. This helps the system better understand who to target.
Google says this change gives marketers more control. They can still benefit from automation but with input based on real customer relationships. It also supports privacy-safe advertising since data is hashed and matched securely.
Early tests show promising results. Brands using Customer Match in these new campaign types report improved return on ad spend. They see better engagement from known customers across YouTube, Gmail, Search, and other Google surfaces.
The update arrives as companies look for ways to connect with audiences without relying on third-party cookies. Google’s approach uses data that advertisers already have. This makes it easier to run effective campaigns while respecting user privacy.
(Google’s Customer Match Expands to More AI Optimized Campaign Types.)
Advertisers can start using the expanded Customer Match feature now. No extra setup is needed beyond what’s already required for the supported campaign types. Google plans to keep adding support to more tools over time.