Google Ads

Google Lowers Customer Match Threshold to 100 Users for Better Targeting

May 27, 2025 at 3:57:26 AM

TL;DR Google lowered the Customer Match audience requirement for Search campaigns from 1,000 to 100 active users, aligning with Demand Gen campaigns. This helps smaller advertisers use CRM data for better targeting. Customer Match lists still need automated bidding. Display Network requires 100 active users in 30 days, Search Network needs 1,000 unless using a customer list, which requires 100.

Google Lowers Customer Match Threshold to 100 Users for Better Targeting

Google has lowered the Customer Match audience threshold for Search campaigns from 1,000 to 100 active users, matching the lower threshold previously set for Demand Gen campaigns. This change allows smaller advertisers and niche segments to use CRM data for more precise targeting and improved campaign performance. Despite this reduction, Customer Match lists still require automated bidding strategies to be effective.

Audience Requirements by Network

Google Display Network: Requires at least 100 active visitors or users in the last 30 days.
Google Search Network: Requires 1,000 active visitors or users in the last 30 days, except for Customer Match lists which now only need 100 active users in the last 30 days.

The accuracy of estimated segment size depends on factors such as segment settings, the time since tag installation, campaign settings, and other variables.