Are you looking to run highly targeted Google Ads that reach a specific audience? One of the most powerful strategies for real estate agents, marketers, and business owners is using customer lists to create custom audiences in Google Ads. Similar to Meta’s (Facebook and Instagram) Custom Audiences, Google allows you to upload a customer list of emails, phone numbers, and addresses, so you can directly target those contacts with ads.
In this comprehensive guide, we’ll walk you through everything you need to know about setting up a Google Ads customer list, best practices for maximizing your match rate, and tips for running effective ad campaigns.
What Is a Google Ads Customer List?
A customer list in Google Ads is a database of contact information (such as emails, phone numbers, and mailing addresses) that you can upload to Google’s Audience Manager. Google then attempts to match those contacts with its users, allowing you to run targeted ads specifically to them across Google Search, YouTube, Display Network, and Gmail Ads.
Why Use Customer Lists in Google Ads?
Target high-intent users – Advertise to people already familiar with your brand.
Re-engage past leads – Keep your business top-of-mind for potential clients.
Increase conversion rates – Reach audiences more likely to take action.
Improve ad efficiency – Reduce wasted ad spend by targeting only relevant contacts.
Eligibility Requirements for Uploading Customer Lists
Before you can upload a customer list, your Google Ads account must meet certain eligibility requirements:
Your Google Ads account must be in good standing (no policy violations).
You must have spent at least $50,000 in total ad spend (or meet Google’s alternative requirements based on industry and region).
Customer list targeting must comply with Google’s data policies and privacy terms.
How to Create and Upload a Customer List in Google Ads
Follow these step-by-step instructions to upload a customer list to Google Ads:
Step 1: Prepare Your Customer List File
Before uploading, format your list correctly. Your CSV file should include the following columns:
First Name
Last Name
Email Address
Phone Number (formatted with country code, e.g., 1XXXXXXXXXX for U.S. numbers)
Zip Code
Country
✅ Pro Tip: The more data points you include, the better Google’s matching algorithm will work. Having multiple identifiers (such as both email and phone number) increases match rates.
Step 2: Access Audience Manager in Google Ads
Go to ads.google.com and log into your account.
Click on the Tools & Settings menu (⚙️ icon) at the top right.
Under Shared Library, select Audience Manager.
Click the blue plus (+) button, then select Customer List.
Step 3: Upload Your Customer List
Click on Customer List Upload.
Name your audience (e.g., "Past Real Estate Clients" or "Mortgage Leads").
Select the type of data you're uploading (emails, phone numbers, or mailing addresses).
Upload your CSV file.
Agree to Google’s Customer Match Policy.
Click Upload and Create.
Google will begin processing your data. This can take up to 48 hours, and you’ll be able to see the match rate once it’s complete.
Best Practices to Improve Match Rate
Not all uploaded contacts will match Google’s database. To maximize your match rate, follow these best practices:
✅ Use multiple data points – Upload emails and phone numbers whenever possible.
✅ Ensure proper formatting – Remove spaces, dashes, and special characters from phone numbers.
✅ Include country codes – Google requires country codes for all phone numbers. ✅ Keep your list clean – Avoid outdated or incorrect contact details.
✅ Use first-party data – Only upload lists from users who have interacted with your business (no purchased lists!).
How to Use Your Customer List in Google Ads Campaigns
Once Google approves your customer list, you can use it in your ad campaigns:
Go to Google Ads and create a new campaign.
Choose your campaign type (Search, Display, YouTube, or Gmail Ads).
Under Audience Segments, select Your Data Segments.
Choose the customer list you uploaded.
Set up your ad creatives and targeting preferences.
Launch your campaign!
🚀 Pro Tip: Use lookalike audiences to expand your reach to similar users who match the behaviors of your customer list.
Common Mistakes to Avoid
🚫 Uploading a list that’s too small – Google requires at least 100 matched users to run ads.
🚫 Using outdated contact data – Old phone numbers and emails reduce match rates.
🚫 Not segmenting your lists – Create separate lists for different audiences (e.g., buyers vs. sellers).
🚫 Forgetting compliance – Always follow Google’s privacy policies and obtain user consent.
Frequently Asked Questions (FAQs)
Q: How long does it take for Google to process my customer list?A: It usually takes 24-48 hours for Google to process and match your list.
Q: What match rate should I expect?A: Match rates vary but typically range from 30-70%, depending on data quality.
Q: Can I update my customer list?A: Yes! You can regularly upload updated lists to keep your audience current.
Q: Can I use customer lists for remarketing?A: Absolutely! Customer lists are great for remarketing campaigns.
Conclusion
Using customer lists in Google Ads is a powerful way to run highly targeted campaigns that reach your most valuable contacts. Whether you’re a real estate agent, business owner, or marketer, leveraging first-party data can significantly increase your ad performance and ROI.
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