In a quiet but impactful move, Google Ads has introduced a new feature that’s set to improve the way advertisers build and manage their PPC campaigns. Estimated audience sizes for Custom Segments. Now, when creating a Custom Segment based on keywords, URLs, or app interactions, advertisers will see an estimated reach for example 40K users displayed on the right side of the segment builder.
While the change might seem minor at first glance, its implications for campaign planning and optimisation are substantial.
Smarter Campaign Planning
One of the most immediate benefits of this update is the ability to validate audience size at a glance. Previously, we would have had to launch campaigns or run tests to get a sense of how large or small a Custom Segment might be. With the new estimated audience size, we can quickly determine if their segment is too narrow to be effective or too broad to be targeted.
This allows for real-time adjustments. For example, if a segment based on niche keywords only reaches 1,000 users, marketers might consider expanding the list with broader terms or additional URLs. Alternatively, a segment that reaches millions might be refined further to ensure it aligns with campaign goals.
Better Funnel Targeting
The update also helps us better align Custom Segments with their funnel strategy. Such as upper-funnel campaigns, aimed at awareness and engagement, typically benefit from broader audiences. Meanwhile, lower-funnel efforts focused on conversions may require a more targeted group.
With visibility into estimated reach, marketers can easily prioritise which Custom Segments to use for each stage of the funnel, increasing the likelihood of campaign success.
Enhanced Testing and Optimization
This update encourages a more experimental approach. Marketers can now test variations of keyword combinations or URLs and instantly compare their reach potential. This reduces the guesswork and time spent on audience research, leading to more agile and data-driven campaign strategies.
As ever with Google Ads campaigns even small updates can lead to significant performance gains. The addition of estimated audience sizes in Google Ads Custom Segments empowers advertisers with greater control, clarity, and confidence. By streamlining the audience-building process, Google has taken another step toward making campaign planning more intuitive and results-driven.
If you’re using Google Ads and you know your target audience for your campaigns, this is one update you won’t want to overlook.
