On the Create Audiences page, Google tab (the Google Ads Audiences menu opens straight to it), choose the account. You will see the site's Google tag (with the install code if it isn't recording visits) and the list of audiences with the size of each.

You can create these types:

  • Website remarketing: people who visited pages whose URL contains, equals, starts with, or ends with something, with exclusions and a duration of 1 to 540 days.
  • Custom segment: people who search for certain terms, visit similar websites (or competitors' sites), or use certain apps.
  • Combination: merges lists (all, any, exclude). The classic one is "visited but didn't buy".

To apply an audience to a campaign: in Google Ads, click Edit on the campaign, ad group, or asset group, then open Audiences. Observation shows your ads to everyone and only tracks the audience. Targeting shows ads only to the audience (switching asks for confirmation, because it narrows the campaign's reach). Exclude removes the audience. In Performance Max, the audience is added as a signal for the asset group. In Create campaign, you can also choose audiences, which are attached as soon as the campaign is created.

Customer lists (Customer Match) aren't available here.