Audience Signals in Performance Max: what they are and how to use them right

Have you ever launched a Performance Max campaign and… just waited for something to happen? No traffic, few conversions, and you’re not sure if the campaign is still “learning” or simply not working as it should. It’s a common issue – Google’s algorithm needs time and data to start targeting effectively. But there’s a way to help it along.

We’re talking about Audience Signals – cues you can provide at the start of your campaign. Think of them as a nudge to the system: “Hey, look for users like this.” With Audience Signals, Performance Max doesn’t start from scratch—it gets clear guidance on who to look for and where.

In this article, we’ll show you what exactly Audience Signals are, why they matter, and—most importantly—how to set them up properly so your campaign gets off to a strong start and delivers better results.

Audience Signals – what are they?

Definition

Audience Signals are simply cues you provide to the Google Ads system when creating a Performance Max campaign. They tell the algorithm which types of users to start looking for. These aren’t strict target audiences like in traditional campaigns—they’re more like a starting point, a suggestion for where to begin.

Put simply: if you want Google to find ideal customers faster, Audience Signals are your tool.

You can read more about Performance Max campaigns as a form of Google Ads here:

Google Ads campaigns – what are they and what are the rules?

What exactly are Google Ads campaigns, what are they used for, what types exist, and how do you plan them? You will find out in our article!

read more

Audience Signals vs. traditional audiences – what’s the difference?

In traditional campaigns, such as Display or YouTube, audiences act as filters—ads are shown only to users you’ve predefined.

In Performance Max, it works differently. Audience Signals aren’t a filter, but a hint—the algorithm isn’t limited to the selected audience, and it can go beyond it if it finds better matches.

This means your campaign will still optimize automatically, but with a better starting point.

Why are Audience Signals important?

Performance Max is automated—but no automation works well without data. If you don’t provide the algorithm with guidance, it will test randomly, learning slowly and often through costly mistakes.

Audience Signals help it:

• identify potential converters faster,
• reduce the time needed for optimization,
• make better use of your budget from day one.

It’s simple: if you want your campaign to start strong, help the algorithm get off to a better start.

What types of data can you use in Audience Signals?

When creating Audience Signals, you can use various data sources—both your own (e.g., customer data) and those available in Google Ads. The best results come from combining multiple signal types to form a more complete picture of your ideal customer.

Audience segments available in Google Ads

These are ready-made groups created by Google based on user behavior and interests. You can choose from:

1. Interests and habits – e.g., car enthusiasts, fitness lovers, cooking fans.
2. In-market audiences – users currently looking for a specific product or service.
3. Life events – e.g., recently moved, expecting a baby, planning college.
4. Demographics – age, gender, parental status, and in some countries, income range.

First-party data

This is your most valuable source—data on users who have already interacted with your brand.

You can use:

1. Remarketing lists – people who visited your site, added items to cart, but didn’t purchase.
2. Customer lists – e.g., your clients’ email addresses, CRM data.
3. App data – if you have an app, you can target active users.

Google data

Google collects vast amounts of user behavior data and can use it in Audience Signals. For example:

1. Users similar to your customers (lookalike audiences – previously known as similar audiences).
2. Data on users browsing similar content or products.
3. Search behavior – e.g., users actively searching for solutions you offer.

How to set up Audience Signals in a Performance Max campaign

Step-by-step instructions

You set up Audience Signals while creating an asset group in a Performance Max campaign. Here’s how to do it:

Step 1: Create a new Performance Max campaign

• Log in to Google Ads.
• Click “+” and select “New Campaign.”
• Select your goal (e.g., sales, lead generation) and choose “Performance Max” as the campaign type.
• Continue with basic settings (budget, location, language, etc.).

Step 2: Go to asset group creation

Here, you add headlines, descriptions, images, logos, videos—everything the system will use to create ads. Below, you’ll see the “Audience Signals” section.

Step 3: Add Audience Signals

• • Click “Add audience signals.”

You can:

• • • Select predefined segments (e.g., interests, purchase intent).
    • Add your own data (e.g., remarketing lists, CRM customers).
    • Combine different data types into one signal.

• Name your signal set clearly, e.g., “New Customers – Sports.”

Step 4: Save and launch the campaign

• After adding Audience Signals, continue with campaign setup.
• When finished, click “Publish.”

A more detailed guide is available on the Google support site.

Common mistakes

No Audience Signals: Without them, the algorithm starts “learning” from scratch. This usually means a slower start and wasted budget.

Too broad or random targeting: Throwing in everything—from sports fans to travelers—won’t help. Focus on a clear customer profile.

Not using your own data: Remarketing lists and CRM data are gold. They help Google find similar users faster and more cost-effectively.

Thinking Audience Signals are strict targeting: They’re just a suggestion. Google can and will go beyond them—which is a good thing.

Not testing different sets: You can create multiple asset groups with different Audience Signals. It’s a great way to see what works best.

Do Audience Signals limit campaign reach?

Audience Signals do not limit the reach of a Performance Max campaign.

This is a common misconception. Unlike traditional targeting, Audience Signals are not a filter that narrows your audience. They are simply a suggestion to the algorithm about where to start. Google uses these signals to more quickly understand who might convert—but it can (and often does) go beyond them to find better matches.

Summary

Audience Signals are one of those tools in a Performance Max campaign that may seem subtle, but can significantly impact your results. While not mandatory, using them helps the algorithm reach the right users faster and more efficiently—which means better performance and less wasted budget.

If you want your Performance Max campaigns to perform better from the start, don’t skip Audience Signals. It’s a simple step that gives you an edge—and it’s worth taking.