Are your Google Ads not performing as expected? If your business goals are slipping through the cracks and your budget seems to vanish with little to show, the culprit is often misaligned audience targeting. Learning how to change the target audience on Google Ads is one of the most powerful steps you can take to boost return on investment. Whether you’re handling campaigns solo or working with a renowned Google Ads agency, updating your audience unlocks faster results, sharper reach, and stronger value.
Why Audience Targeting Matters in Modern Advertising
Step-by-Step Instructions on How to Change the Target Audience on Google Ads
1. Navigate to Audiences in Google Ads
- Log in to your Google Ads account.
- Select the campaign or ad group you want to update.
- Find the menu titled “Audiences, keywords, and content”; then click into the “Audiences” option.
2. Edit Audience Segments
- In the “Audience segments” module, click “Edit audience segments.”
- Choose the campaign and ad group for the update.
3. Select New Audience Segments
- Browse available segments or use the audience search tool to locate people by behaviour, interests, life events, demographics, or purchase intention.
- Tick the box beside each audience you want to add.
4. Refine the Settings
- Optional: Adjust bids, ad placements, or exclude segments (such as irrelevant age groups or out-of-area locations).
- Save your changes.
5. Import Multiple Audiences if Needed
- Use the “Make multiple changes” tool for bulk updates or import via CSV for large campaigns.
Advanced Audience Targeting Techniques
Up-to-date Google Ads allow advertisers to build custom combinations and layered segments for ultra-specific targeting. Maximise results by:
- Using in-market audiences (active searchers considering a purchase)
- Leveraging affinity audiences (long-term interests or brand affinities)
- Retargeting previous website visitors through remarketing lists
- Adding Customer Match—with lists built from your CRM or email database
- Creating custom intent audiences—based on specific keywords or site visits
- Layering multiple conditions—combine location, age, interest, and device
If your campaign serves several products or services, split targeting between ad groups to keep messaging highly relevant.
When and Why to Update Your Audience
Audience preferences and online behaviours shift rapidly. Regularly updating your targeting ensures you keep pace:
- Launch new products or services
- Expand into different markets or regions
- React to seasonal trends and events
- Refine targeting after analysing campaign performance
- Adjust for changes in business goals or buyer profiles
Working with a dedicated Google Ads agency ensures frequent, data-driven refreshes, using the latest audience segmentation tools and predictive analytics.
Best Practices for Google Ads Audience Targeting in 2025
Start Broad, Then Refine
- Begin with slightly wider segments to learn which users engage best, then gradually tighten your targeting for efficiency.
Layer Targeting Criteria
- Combine demographic, geographic, and behavioural filters for sharper reach.
Use Observational Mode
- Experiment with segment additions in observation mode to measure performance without shrinking your audience pool. This lets you gather insights without sacrificing reach.
Exclude Irrelevant Segments
- Add exclusions for low-intent audiences (e.g., students for a B2B campaign).
- Remove locations, devices, or age groups that don’t convert.
Regularly Review Audience Insights
- Use Google’s audience insights and suggestions tools.
- Identify new segments based on historical data, campaign performance, and search trends.
Apply Negative Keyword Lists
- Prevent ads from showing on irrelevant queries, saving budget for high-quality traffic.
Leverage Automation and AI
- Use Performance Max and Demand Gen campaigns for data-driven suggestions. AI-based tools optimise targeting in real time for better ROI.
The Role of an Agency in Audience Success
- Continuous campaign monitoring and optimisation
- Strategic audience analysis informed by rich data sources
- Custom segmentation and retargeting for different business objectives
- Latest technology adoption—AI, machine learning, smart bidding, remarketing
- Transparent reporting, ROI measurement, and ongoing strategy adjustments
How Audience Updates Improve Campaign Performance
Switching and refining audiences has direct impacts:
- Reduced wasted spend—ads show more to interested, qualified users
- Increased click-through and conversion rates
- Better Quality Score—lower cost per click, higher ad ranking
- Enhanced brand relevance and competitive advantage
A nimble approach, frequent reviews, and rapid updates mean your Google Ads can respond almost instantly to market shifts and customer feedback.
Boost your ad campaigns today by working smarter with your target audience. If you need help optimising targeting, contact MetaWeb—the Google Ads agency making audience targeting easy, data-driven, and profitable. See the power of strategic campaign management backed by local expertise and the newest technology.
Why MetaWeb Stands Out as a Suitable Google Ads Agency
MetaWeb is Australia’s results-driven Google Ads agency, trusted for campaign innovation and performance.
From full audience analysis to hands-on management, we customise strategies for each business—using advanced data insights, automation, and ongoing refinement for measurable campaign improvement.
Whether you manage small budgets or ambitious national reach, our award-winning Google Ads services deliver real ROI and relentless support. Visit our Google Ads page to learn more about our services and obtain better results for your campaigns.
