Episode Details
Back to Episodes
How Google Ads Custom Intent Audiences Double Conversion Rates
Description
In Episode 30 of The Google Ads Podcast, Lucas and Luna dive into custom intent audiences—a targeting option that lets you reach people based on their recent search behavior rather than keywords alone. Lucas explains how one ecommerce brand selling ergonomic office chairs used custom intent audiences to increase conversion rates by 112% while reducing cost per acquisition by 35%. They break down the difference between custom intent and in-market audiences, how to set up custom intent segments using keyword seeds and URL seeds, and why this approach often outperforms standard keyword targeting for bottom-of-funnel campaigns. Luna challenges whether custom intent cannibalizes search campaigns, and Lucas shares a simple attribution check to test for overlap. The episode includes a practical tip on using custom intent audiences with Performance Max campaigns to avoid audience fatigue. If you're running Google Ads in 2026 and want to reach buyers who are actively researching but not clicking your ads, this episode is for you.