Request a callIn-market and custom audiences that add buying signal to Google campaigns
In-market audiences are groups Google estimates are actively researching or comparing products in a category. Custom segments use keywords, URLs and apps you choose, and customer match uses your own lists. PlanConversion layers these signals on search, YouTube, Demand Gen and Performance Max, and checks them against pipeline.
Built for: Teams with solid search coverage that want more reach or better signal without losing relevance.
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What usually goes wrong
Audiences are added without a test
Broad audience expansion lifts volume and lowers quality unless it is measured.
Signals are generic
Default categories rarely match a specific B2B product.
No customer data used
First-party lists and won-deal patterns stay out of Google.
What is included
The exact scope is set after an initial diagnostic.
In-market audiences
Choose relevant categories and test them in observation first.
Custom segments
Build from your keywords, competitor URLs and category terms.
Customer match
Upload consented lists for targeting, exclusion and lookalike-style signals.
Audience layering
Combine audience signals with intent, not instead of it.
How it works
Start in observation
Add audiences without restricting reach and read the results.
Promote winners
Move audiences that lead to pipeline into targeting or bid adjustments.
Add first-party lists
Use consented CRM lists and suppress customers and open deals.
Refresh monthly
Update lists and retire audiences that stop performing.
What you get
- Audience plan
- Custom segment builds
- Customer match lists and consent check
- Observation and targeting tests
- Audience performance report
How success is measured
In-market and custom audiences: common questions
More Google Ads programs
Do in-market audiences work for niche B2B?
Sometimes. Category definitions are broad, so results vary. We test in observation mode first and keep only audiences that connect to qualified pipeline.
Is customer match safe to use?
It requires a lawful basis and user consent, and Google has its own policies. We confirm consent handling and data protection requirements before any list is uploaded.
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