A Customer List is a record of prior and existing customers of your company that you may use to target audiences in Google Ads. By leveraging your customer data, Customer Match enables you to re-engage with your former customers and identify new customers based on information they have provided to you. This powerful feature allows you to use consumer information gathered from buyers or prospects to target a range of adverts across the Google Ads network. This quick and easy guide will show you how to upload a customer list in Google Ads in both the new and old Google Ads interfaces!
How to Upload Customer List on New Google Ads Interface:
Login to your Google Ads account
Navigate to Tools (left-hand-side menu)
Open the Shared Library dropdown menu
Click on Audience Manager
Click the + symbol under Your data segments
Select Customer List
Select Upload a file manually and click Continue
Under Data type, select: Upload Emails, Phones and/or Postal Addresses
Upload your data as a CSV file (download the templte via this link)
➡️ You can use the template provided by Google Ads to upload the data, or you can simply create a CSV file with one column including only email addresses.
Upload the CSV file and agree to the terms and conditions
Choose the Membership duration
Save and continue
Frequently Asked Questions on Uploading and Using Customer Lists in Google Ads
What is a Customer List in Google Ads?
A Customer List helps you reach your existing customers through Google's advertising platforms. Think of it as a way to reconnect with people who already know your business. You can upload customer information like email addresses and phone numbers to create targeted ads that appear across Google Search, YouTube, Gmail, and other Google services.
Can I use Customer Lists for all types of Google Ads campaigns?
Yes! Customer Lists work with all major Google Ads formats:
Search ads (when people look for products or services)
Shopping ads (for your product listings)
YouTube ads (for video advertising)
Gmail ads (appearing in promotional tabs)
Display ads (shown across websites in Google's network)
What types of customer data can I upload?
Google Ads accepts these customer identifiers:
Email addresses (in plain text format)
Phone numbers (including country code)
Physical mailing addresses
Customer/User IDs from your database
Mobile device IDs
What types of customer data can I upload to Google Ads?
You can upload various types of customer data to Google Ads, including:
Email addresses
Phone numbers
Mailing addresses
User IDs
Mobile device IDs
Ensure the data is formatted correctly according to Google's specifications. For example, email addresses should be in plain text, and phone numbers should include the country code. Note that the customer list should be in CSV or TXT file formats.
What is the membership duration for a Customer List?
Most customer information stays in your list indefinitely unless you change it. The one exception is Mobile Device IDs, which expire after 540 days. You can set custom durations when uploading your list if you want data to expire sooner.
What's the minimum list size needed for Customer Lists?
To protect user privacy and ensure effective advertising, Google requires:
A minimum of 1,000 matched customers for Search campaigns
At least 100 matched customers for Display and YouTube campaigns
Higher match rates generally lead to better campaign performance
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