What is Customer Match?

Customer Match is a Google Ads feature that lets you upload a list of customer data, such as hashed email addresses, to reach those customers or to exclude them. You may only use data you hold lawfully, with your customers’ consent, and you must follow Google’s policies.

Why is Customer Match important?

Using your own data: you reach people you already know.
Excluding: you skip existing customers in a campaign aimed at new customers.
Source list: a customer list can serve as the basis for lookalike segments in Demand Gen.

Examples of Customer Match

A sporting goods store uploads last year’s customers and shows them an offer for the new season.
A B2B software company excludes existing customers from a campaign to win new customers.
A running store uses its customer list as a source list for a lookalike segment.

How do you use Customer Match?

Export only email addresses of customers who gave consent and upload them to Google Ads, where they are used in hashed form. Keep the list current, remove people who unsubscribed and check your GDPR basis. Choose per campaign whether you use the list to reach or to exclude. Read more about Google Ads campaigns.

Customer Match