Lead Gen Blog

How to use Google customer match like a pro in your marketing strategy

By Mark Cirillo | No Comments | 8th August 2019

Google released the Google Customer Match tool in September 2015. It is similar to the popular Facebook Custom Audience

Google customer match allows you to create PPC ads to target prospects on the Google search, Gmail, Shopping and YouTube using people’s email address, phone or physical address. 

The sweetest part of it all is that Google Customer match has the highest match rate between users and their email addresses. According to Wordstream, it can match around 50.40% of your email list to users who can see your ads, which is higher than what is obtainable on Facebook and Twitter.

Google customer match

There is more!. The Google customer match audiences also convert the highest with almost 15% for customer match audiences compared to around 5.5% for the new visitor audiences. This is almost 3x the conversion rate.

Google customer match

This means that Google is exceptionally good at matching up the email addresses of people who use Google’s properties such as Gmail, YouTube and Google Display Network. Therefore, if you create an email campaign for your business, you can target users who use Google properties too. This implies that you can reach one prospect in four different ways viz Gmail, YouTube, Shopping and search.

The Google Customer match also has other features such as similar audiences. By using the similar audience feature, you can broaden your ad reach outside your email list as Google search for users who have related interest to your audience.

Google customer match: How it works

Google customer match works by looking at the email list you upload to Google AdWords to see which email addresses are related with Google products such as Google Search, YouTube, Gmail and Google shopping. This information is useful for creating custom audiences and a campaign specifically targeted at those audiences.

Benefits of using Google customer match 

  1. Using the Google customer match ensures that your messages don’t end up in your audience spam boxes. With it, you are sure that your audience will see your ads and messages without using their Gmail inboxes. That means it cannot end up in the spam folder nor can they use auto-thrashing for it. As long as they are still on your email list, your messages and ads will get to them.
  2. Google customer match ensures that your advertising reaches people on different properties such as Google search, YouTube, Shopping and Gmail. Your subscribers can see your ads on those channels.
  3. Google customer match gives you a wider reach.  Because of its different properties, you can reach out to a much bigger audience and get lots of opportunities to acquire new customers for your business.

How to use Google Customer match in your marketing strategies

Google customer match allows you to create a customer match audience which includes email addresses, physical addresses, and phone numbers and upload them into your Google AdWords to target your prospects in Search, Shopping, Gmail and YouTube campaigns.  

Below are 5 ways you can use Google customer match in your marketing strategies.

1. Google Customer match: To move prospects down the sales funnel

Google customer match is an effective tool you can use to move your prospects further down the sales funnel until they become paying customers. Here, you can do this by uploading different email lists with customers segmented by their stages in the buying cycle. Create specific adverts to move them through the sales funnel.

For instance, you can create an audience of people who have downloaded your e-book or white paper and show them ads that promotes your case study. This will encourage them to move down the sales funnel stages. 

The second way you can use Google customer match is to convert mid and low funnel prospects.

2. Google Customer match: To make mid and low funnel prospects convert

Mid to low funnel prospects are sometimes difficult to convert. They can engage with your business by attending your webinars, completing a free trial and chat with your sales rep, but finds it difficult to purchase from you. This is the time to use the Google Customer match to help them convert.  

To do this, bid on keywords that will make you appear at the top position. Your ads will appear at the top and it will keep you at the top of their minds. When you are creating ads for this group of prospects, ensure you don’t use generic ads. You can conduct a survey to find out why people are not ready to purchase your products. Then, create ads that address their sales objections directly.

This was what Wordstream did when they faced the same problem. They created a survey to ask prospects why they did not purchase their products. Most of them said that they find their software difficult to use. So, Wordstream created ads that will enable prospects to learn how to use their software for free.

Google customer match

The third way you can use Google customer match in your marketing strategy is to use it to sell more to your existing customers.

3. Google customer match: To sell more to your existing customers

Google customer match is not only for getting prospects to buy from you but also to encourage existing customers to make more purchases. The truth is, it is easier to retain existing customers than to acquire new customers. Wordstream analyzed data from their RLSA (Remarketing Lists for Search Ads) campaigns which allows them to target past buyers. They discovered that past customers convert 400% higher than new customers.

Google customer match

Apart from increasing conversions, targeting existing customers will also help to increase your average revenue per customer. 

For example, if you sell a one-time product such as an automobile or a house, you can use Customer match to cross-sell complementary products. Here, you would segment your lists by the car brand purchased and customize your ads to show the corresponding item. Second, you can serve them ads notifying them of new models of the car and other sales promotions. Lastly, you can create exclusive offers for your existing customers to get them to buy more from you.

The fourth way you can use Google customer match in your marketing strategy is in your account-based marketing.

4. Google customer match: To make account-based marketing more effective

One of Google customer match features is to enable you to target prospects based on their email addresses. This feature makes it even more effective to use account-based marketing. Instead of wasting money on ads, you can focus on targeting specific people within a specific company that you plan to reach.

Google customer match

You can then target these people by their account size, market size and other factors you deem relevant to the campaign.  For instance, you can specifically target customers who spend at least 2k per month on your product. You can then create a customer list of these users and increase your bids when the customers search for terms relating to your product.

The fifth way you can use Google customer match in your marketing strategy is to target users across devices.

5. Google customer match: To target users across devices

Google customer match unlike remarketing enables you to target customers on all devices such as Mobile, Tablet or Laptop computer. 

With remarketing, you can lose users when they switch between devices. 

Therefore, Google customer match is very efficient, especially with 90% of users using different devices to carry out tasks online.

Google customer match

With Google customer match, you can create retargeting ads for users who have given you their emails on your website across different devices. Thus, ensuring that you generate cross-device conversions.

The sixth way you can use Google customer match in your marketing campaigns is to connect it with Leadsbridge’s Custom audience sync through your autoresponder.

6. Google customer match: Use Leadsbridge’s custom audience sync to connect your autoresponder to Google customer match

Syncing your autoresponder such as MailChimp to Google customer match helps to save the time it will take to upload your email list manually to Google customer match. Custom audience sync enables you to quickly upload your emails to Google customer match, and updates your email lists automatically, adding new subscribers, deleting unsubscribes and unsegmented users. With it, you can easily follow up and nurture your leads as they come in.


Google customer match is expedient for your marketing campaigns to help you reach people on different properties such as Google search, YouTube, shopping and Gmail. It also ensures that users see your ads and messages across different Google properties.

It’s your turn! 

Have you tried Google customer match before? What is your experience? Share with us in the comment section below. 

10 Off-beat and Tested Techniques To Multiply Your Lead Gen Results
LeadsBridge already helped more then 10k SMB and enterprises in collecting over 25 million leads. Get your hands on the Black Book of Lead Generation and learn 10 astonishing strategies that we have successfully tested and implemented.
Insert below your name and email address to get access to the ebook

Mark Cirillo

Eager digital marketer, nurtured by news and strategies of this world, helping people and businesses to build and reinvent their online presence.

Automation Tools for Facebook Advertisers

Better tracking, better conversions, better audiences, better results.