Remarketing Lists and Audiences

What You Will Learn

This page shows how to set up audiences that retarget effectively. First, you will connect Google Analytics (GA4) and Google Ads. Then, you will create remarketing lists.

Next, you will segment them by user intent. After that, you will define exclusions that protect your budget. Finally, you will test and refine audiences.

Why Remarketing Lists and Audiences Matter

Remarketing allows you to reach users who already showed interest. Because they already visited your site, conversion costs tend to fall.

However, if audiences include low-intent users, spend goes up and conversions stay flat. Therefore, audience quality is more important than audience size.

Connect GA4 and Google Ads for Audiences

Step 1: Confirm GA4 and Google Ads Linking

Before creating audiences, link GA4 and Google Ads. Go to GA4 Admin → Product Links → Google Ads Links. Then connect the correct accounts.

After linking, auto-tagging must be on. This ensures audiences sync correctly.

Step 2: Enable Data Sharing and Audience Triggers

In Google Ads, confirm that “Import Google Analytics Audiences” is enabled. Then confirm GA4 audiences appear.

If you need detail on linking and audiences, see:
Link Google Ads and GA4.

Basic Remarketing List Setup

Step 1: Identify Top Conversion Paths

First, review GA4 funnel steps. Then list the key pages and events that lead to conversions.

Step 2: Create Lists Based on Key Actions

In GA4, go to “Audiences” → “New Audience”. Start with these:

• Users who viewed key product or service pages
• Users who started but did not complete a form
• Users who reached a pricing or quote page

Step 3: Import the Audience to Google Ads

After creating audiences in GA4, import them into Google Ads. Then confirm audience sizes populate. This may take time for low-traffic sites.

Segment Lists by Intent

High-Intent Audiences

High-intent audiences include users who completed serious actions. Examples:

• Initiated checkout but did not buy
• Requested a quote but did not convert
• Visited pricing & contact pages

These audiences often convert at a higher rate.

Engaged but Non-Converting Audiences

This group includes visitors who spent time on key pages but did not act. They need tailored messaging.

Early-Stage Audiences

These are users who clicked ads but bounced quickly. They may need softer retargeting or exclusions.

Segmenting audiences like this prevents wasted spend and improves remarketing outcomes.

Use Exclusions to Control Waste

Exclude Converted Users

Users who already converted should not see most retargeting ads. Therefore, exclude them to avoid wasted impressions.

Exclude Low-Intent Visitors

Users who left quickly often have low intent. Exclude short-duration visits from remarketing lists.

Time-Based Exclusions

Set maximum membership durations. For example, exclude users after 60 days of inactivity. This keeps audiences fresh.

Exclusions keep your retargeting spend focused and profitable.

Audience Size Strategies

Minimum Size Requirements

Google often requires a minimum audience size before activation. Therefore, start with broader audiences if volumes are low.

Layering Audiences

Combine audiences via AND/OR logic to fine-tune intent groups. For example, users who viewed pricing AND started a form.

Lookalike Audiences

Once you have strong core audiences, create similar audiences for prospecting.

These strategies help you maintain both precision and scale.

Test and Refine Audiences

A/B Test Audience Messaging

Run tests that vary ad copy or offers. Then compare CTR and conversion rates.

Track Performance Weekly

Weekly reviews help you spot audience decay or shifts. Adjust audience definitions based on evidence.

Refinement turns audiences into reliable performance drivers over time.

Body Reinforcement: Why Strong Audiences Matter

• You reach users who already know your brand.
• You focus spend where intent is higher.
• You reduce wasted impressions and clicks.
• You improve conversion signal quality.
• You build audiences that power future campaigns.
• You refine segments for better messaging fits.

Common Questions About Remarketing Lists and Audiences

How large should a remarketing audience be?

You need enough users for activation. However, quality matters more than size.

When should I exclude users?

Exclude users after they convert. Also exclude low-intent groups.

Can GA4 audiences sync immediately?

Sync can take hours to days for smaller properties.

Should audiences match campaign goals?

Yes. Align audience behavior with campaign intent for better returns.

Next Steps

First, connect GA4 and Google Ads for audiences. Then create core lists based on user actions. Next, segment by intent and add exclusions.

After that, test and refine. Finally, broaden to lookalike groups once core lists prove profitable.

Continue the retargeting cluster:

Return to Advanced Google Ads Retargeting and Display Strategies