How to successfully set remarketing audiences for your Google Ads

Remarketing audiences allow you to more accurately target your ads and content to potential customers who are more likely to convert. Ready to set them up?

Why is it important:

Google Ads is an essential part of any successful business. By leveraging Google’s powerful advertising platform, businesses can reach their target customers quickly and cost-effectively across the Google network, i.e. from search to display to YouTube and more.

As a part of the Google ads journey, it is becoming increasingly important to utilize Google’s remarketing audience to gain the best results from marketing campaigns. Remarketing audiences allow you to more accurately target your ads and content to potential customers who have already interacted with your brand in some capacity and thus have higher chances of conversion.

Remarketing also makes it easy for you to stay in contact with previous customers and potentially reengage them with updated offers or product updates. Furthermore, remarketing audiences allow you to gain valuable insights into customer behavior by analyzing previous interactions. This data can be used to refine future campaigns and create more effective strategies for connecting with potential customers.

Things required before you start:

  • You should have an existing personal Google account with the necessary login information (email address, password).
  • You need to have an already set Google Ads account, and if you haven’t done it yet, then follow our guide to do so.
  • You should have set up conversion tracking for your Google ads account, and if you haven’t yet, then follow our guide to do so.
  • You should have a Google Analytics (GA4) account already set up, configured, and active for your website; if you haven’t done it yet, then follow our guides to do so.

Steps to successfully set remarketing audiences for your Google Ads


Step 1: Go to the Google Ads website.

And click on the Sign In button at the top right corner of the screen.

You need to be logged in to your Google account associated with the ads account you are trying to access to be able to log in in the next step successfully.

Google ads website - setting up remarketing audience

Note: If you have multiple Google ads accounts already set on your Google account, then you will see the following screen after you click on “Sign In,” and from which you need to click on the Google ads account that you want to log into.

selecting the google ads account

If you have only one Google ads account associated with your Google profile, you will be automatically logged into the account after you click on “Sign In” in Step -1.

Step 2: Click on the option “Tools & settings” on the top menu, and from the dropdown menu, expand the option “Shared Library”.

Shared library access

Step 3: From the expanded menu, click on the option “Audience Manager”.

Accessing audience manager

Step 4: Once on the audience manager screen, click on “Setup audience source” to proceed.

Setting up a new audience

Step 5: On the next screen click on the link under the option “Google Analytics (GA4) and Firebase”.

GA4 connector

Step 6: On the next step, verify the correct GA4 property to be connected as a data source and click “Link”.

Linking the GA4 connection

Step 7: On the next screen, click the option to import already set audiences from GA4 to the Google ads platform and then click on “Link”.

Link completion

Step 8: Once done, verify that the GA4 account is showing as linked under the same column, and then click on the back arrow at the top left corner of the screen.

Linked accounts

Step 9: Follow steps 2-3 to again open the Audience Manager. Now on the audience manager screen click on “Segments” on the left menu.

And then click on the add button “+”.


Step 10: From the sub-menu that opens up click on “Website Visitors”.

Website visitors

Step 11: On the next screen, fill in the necessary details:

  1. Give a meaningful name to the audience to identify easily at any later stage.
  2. Select the desired “segment”, i.e., either visitors to any web page on your website or visitors to a specific page on your website. In our case, we selected all website visitors.
  3. Set the action type and the number of days (to retain the data).

Setting up the remarketing audience

Step 12: Keep the other options as per the default selection, like pre-filling of data, etc.

Then, click on the “Create Segment” button.

Segment creation

Your remarketing audience is now created and can be used in necessary campaigns accordingly.

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