You can create precise audiences of contacts based on activities performed, stages reached, or properties sourced from your CRM or enriched by Dreamdata using our Audience Builder (Google Ads does not support company audiences). After creating these audiences, you can easily start sending them to Google Ads to be able to use them in your campaigns for ad targeting (Google Adsprocessing may take up to 24 hours).
You only need to set this up once - after the initial setup Dreamdata will automatically send any updates (removals or additions) on your audiences to Google Ads daily.
How to send an audience to Google Ads?
On Dreamdata's main menu, navigate to Audience Hub -> Syncs and select Google Ads Customer Match
Click the Enable button to connect your Google Ads account.
Choose an Audience (contacts) and the Ad Account for which you want to use the Audience from the first 2 drop-downs available. You must also confirm the consent status of all contacts included in this audience by making a selection in the 2 dropdown for ad_user_data and ad_personalization. You can read more about consent here. After all selections have been made click Save.After saving a sync, Dreamdata will send the following data to Google Ads:
Email Address (hashed)
All additional Emails from your CRM for the same user (hashed)
First Name (hashed)
Last Name (hashed)
Phone Number (hashed)
Country Code
The minimum audience size accepted by Google Ads is: - 1000 active visitors/users within the last 30 days for Youtube - 1000 active visitors/users within the last 30 days for Google Search Network - 100 active visitors/users within the last 30 days for Google Display Network - 100 active visitors/users within the last 30 days for Gmail
You will be able to see a list with all saved audience sync settings and some properties:
Ad Account name and ID - the name and ID for the selected Ad Account
Audience name - the name of the used audience
Count - the amount of contacts in the selected audience
Match rate - the match rate for the audience in Google Ads, which represents the percentage of the uploaded audience that could be connected to Google users
Last Synced - the time when Dreamdata last synced the contacts
Consent - access to edit consent settings for ad_user_data and ad_personalization (applies for all contacts in the audience)
Enabled - on means that we are continuously sending updates to Google Ads based on updates to the audience (decide if you want to pause sending updates by turning it off)
Delete - delete the audience sync settings from Dreamdata (note: this does not delete the audience/segment from Google Ads, you will have to do that directly in Google Ads; but no more updates will be sent to the audience)
Google Ads requires up to 24 hours for the initial processing of an audience.
What permissions are required for us to be able to send data to Google Ads?
To successfully send data to Google Ads through Dreamdata Google Ads Customer Match, the person connecting with it needs to have one of the following permissions for your ad account:
Admin
Standard
How to view audience syncs Dreamdata created on your Google Ads Platform?
Go to Google Ads Platform -> Tools -> Shared Library -> Audience Manager -> Your Data Segments
How to select a Dreamdata audience for an existing Google Ads campaign or Ad group?
Go to Google Ads Platform -> Tools -> Shared Library -> Audience Manager -> Your Data Segments
Select the audience that you want to use and go to the Segment use section. Using the 3 dots on the upper right corner select Add to and the choose between the 2 options: Ad groups or Campaigns.
Make your selection (you can add the audience to multiple campaigns or ad groups) and finish the setup by selecting a targeting setting and clicking Add audience segments
How to select a Dreamdata audience for a new Google Ads campaign?
Go to Google Ads Platform->Campaigns -> Overview and Select the +New campaign option where you can create a new campaign from scratch or resume a campaign draft.
After selecting your objective, goal and naming your campaign, click continue and go to the Targeting section where you can click on Add targeting to see your options.
Click on Audience Segments and search for the name of the Audience you synced from Dreamdata in the Search section or go to Browse -> How they have interacted with your business (Your data segments) -> Customer lists and select the needed audience.
Why my Google Ads audience shows status "Too small to serve" or very low in "Size"?
In some cases, you may find that your Google Ads audience list contains thousands of users and shows a high match rate, yet the list still displays a "Too small to serve" status, or the "Size" of active users in the last 30 days is shown as zero or very low.
In the B2B space, CRM data typically includes business emails rather than personal emails. However, people often engage with Google services (like Search, YouTube, Gmail, etc.) using their personal email addresses. This mismatch can cause Google Ads to register your audience list as inactive or too small to target, even though it has a high match rate.
To resolve this issue, you can enrich your CRM data with more personal identifiers. Follow these steps:
Add Personal Emails: Whenever possible, store personal email addresses for your contacts as an additional field in your CRM. This helps Google match your audience members to their accounts on its platforms more effectively.
Include Phone Numbers: Adding phone numbers to your CRM records is another way to increase the match rate. Google Ads can use phone numbers to match users who may not be linked to an email address in your list.
By enriching your CRM with both personal emails and phone numbers, you improve the chances that your audience will be accurately reflected and targetable in Google Ads.
Updated
by
Andreea Oprea
