How to Use Google Ads Audience Targeting – Explained in 5 Minutes!
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In this video, I show how I navigate to Audiences inside a Google Ads account and use audience targeting to lift lead quality on a search campaign.
I explain the key targeting option most people miss: switching from observation to targeting, and when that trade off makes sense.
Then I break down in-market, affinity, demographic targeting, and remarketing list setups, plus how custom segment and combined segments based audiences can tighten intent.
If your Google Ads campaign is pulling in random enquiries, this is one of the cleanest targeting strategies to test without rebuilding everything.
The goal is simple: more relevant ads, fewer time wasters, and better conversion value.
⏩ Skip to Section
00:00 Why Google Ads audience targeting improves lead quality
00:26 Where to find Audiences (Audiences, keywords and content)
00:43 Demographic targeting to cut low value segments
01:13 Switch from Observation to Targeting at campaign or ad group level
02:14 In-market explained (people ready to buy)
02:43 Data segments and remarketing list basics
03:00 Combined and custom segment options
03:08 Affinity explained (habits and interests)
03:41 Why narrowing targeting helps “near me” searches
04:18 Excluding poor demographics to protect profitability
04:42 When to use this if leads are low quality
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📚 Related resources
How to Target Competitor’s Audience on Google Ads – 3 Ways to Get in Front of the Right Crowd: https://josiahroche.co/blog/how-to-ta...
How Do Performance Max Campaigns Work? (5 Things Search Can’t Do): https://josiahroche.co/blog/how-do-pe...
❓FAQs
Q1 What is Google Ads audience targeting, in plain English?
It’s how I guide Google to show my ads to particular groups of people, not just anyone searching a keyword. Done well, google ads audience targeting improves lead quality and cuts wasted spend.
Q2 Where do I find audiences in my Google Ads account?
Go into the campaign, then Audiences, keywords and content, then Audiences. That’s where I add an audience segment, choose a targeting option, and apply it at campaign or ad group level.
Q3 What’s the difference between Observation and Targeting?
Observation keeps reach open and just reports performance for each segment. Targeting restricts delivery to that specific audience, which can improve quality but usually lowers volume.
Q4 Should I use audience targeting on a search campaign?
Yes, but I start cautiously. I usually test audiences in observation first, then switch to targeting only when I’m confident the segment is bringing better leads.
Q5 What is an in-market audience and why does it work?
An in-market audience is made up of people who are actively researching or ready to buy. It’s one of the best options when I want higher intent traffic, especially for service based searches.
Q6 What’s the difference between an affinity audience and in-market?
Affinity is based on long term interests and habits, so it’s broader. In-market is more purchase focused right now, which is why it tends to be stronger for direct response campaigns.
Q7 How do I use a remarketing list with Google Ads audiences?
A remarketing list lets me target people who visited my site or took an action before. It often converts better because they already know who I am, so the ads feel more relevant.
Q8 What is a custom segment and when should I build one?
A custom segment lets me define a tighter audience based on search behaviour, interests, or websites people visit. I use it when the default audience segments are too broad for my target audience.
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