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How Google Ads Audiences Beat Keywords in 2026
Description
Lucas and Luna dive into the shift from keyword-first to audience-first campaign management in Google Ads. Using a real-world case study of a mid-size e-commerce brand that repurposed its first-party customer data into custom audiences and lookalikes, they break down how Audience Signal in broad match campaigns can slash cost per acquisition by 30% while increasing conversion volume. They explain the mechanics of In-Market vs. Affinity audiences, how the Google Ads algorithm prioritises audience signals over exact match keywords, and why the old keyword research playbook is becoming obsolete. Luna challenges Lucas on data privacy and the shrinking pool of third-party cookies, and they discuss how server-side tracking and customer match lists fill the gap. By episode's end, listeners understand the concrete steps to transition a PPC account from keyword-centric to audience-centric structure—and why May 2026 is the moment to do it.