Google Ads Integration

Connect Google Ads to WasteNot to automatically sync exclusion audiences and ensure your prospecting campaigns only reach new customers. This guide covers setup, how Customer Match exclusions behave across Google's campaign types, and Performance Max specifics.

For the conceptual model that applies across all platforms, see Ad Platform Integrations.

Prerequisites

Before connecting Google Ads, you will need:

  • A Google Ads account with admin access

  • At least one data source connected and syncing in WasteNot

Connecting Google Ads

  1. Navigate to Link a Google Ads account in WasteNot

  2. If you have not linked a Google user yet, click Continue with Google and authorize WasteNot

  3. Select the Google user you want to use for the connection

  4. Choose the Google Ads account you want to connect

  5. Click Save Google Ads account

WasteNot will sync the connected Google Ads account so you can use it when sending exclusion audiences.

Syncing audiences to Google Ads

Once connected, push your WasteNot audiences to Google Ads:

  1. Go to Audiences in WasteNot

  2. Select an audience

  3. Click Add Target and choose your Google Ads account

  4. Save the target in WasteNot

  5. WasteNot will keep the audience synced automatically

How it works

WasteNot uploads your exclusion audience as a Customer Match list in Google Ads and keeps it automatically updated as your customer data changes. Once synced, the audience is available in your WasteNot dashboard as a sync target. You select which campaigns or ad groups should use the exclusion, and WasteNot applies it for you.

Google Ads requires a minimum audience size for Customer Match lists to be active. If your audience is too small, Google may not apply the exclusion until it reaches the threshold. See Audience Match Counts.

Where to apply exclusions in Google

Google Ads uses different structures for different campaign types (Search, Shopping, Display, Video, Performance Max). When you sync a WasteNot audience to Google, you specify which campaigns or ad groups should use it as an exclusion.

Campaign typeWhere you apply in WasteNot
SearchCampaign or ad group level
ShoppingCampaign or ad group level
DisplayCampaign or ad group level
VideoCampaign or ad group level
Performance MaxCampaign level

See Applying Audiences for a deeper walkthrough.

Performance Max campaigns

Performance Max is Google's automated, goal-based campaign type. It gives Google's algorithm broad discretion over targeting, with fewer manual controls than Search or Shopping.

Performance Max supports Customer Match exclusions at the campaign level, which is the primary lever for keeping these campaigns focused on net-new customers:

  • In WasteNot, select the Performance Max campaign(s) where you want to apply the exclusion

  • Google will exclude users in the list from ad serving on that campaign

  • Customer Match exclusions are particularly important here because Performance Max can otherwise drift toward warm audiences that the algorithm identifies as high-converting

For acquisition-focused Performance Max campaigns, exclusion lists for past customers, recent purchasers, and current subscribers are common starting points.

Best practices for Google exclusions

For Performance Max, apply exclusions at the campaign level in WasteNot.

Performance Max doesn't offer ad-group-level audience controls, so exclusions apply campaign-wide.

For Search and Shopping, you can apply exclusions at the campaign or ad group level.

Choose the level in WasteNot based on how granular you want to be — ad-group-level gives you more control when different ad groups have different acquisition vs. retention purposes.

Watch Customer Match list sizes.

Google requires a minimum number of matched users before a Customer Match list becomes active. See Audience Match Counts.

Keep retention and loyalty campaigns separate.

Don't apply broad exclusions to campaigns intentionally designed to reach existing customers.

Common questions

Which Google Ads campaign types support exclusion audiences?

Customer Match exclusions work with Search, Shopping, Display, Video, and Performance Max campaigns.

How often are audiences synced?

WasteNot syncs audience updates to Google Ads continuously as your customer data changes.

I do not see the Google Ads account I expected

Make sure you selected the correct Google user during setup. If that user has access to multiple Google Ads accounts, choose the right one from the account list before saving.

My audience shows as "too small" in Google Ads

Google requires a minimum number of matched users before a Customer Match list becomes active. Continue growing your customer base — once the threshold is met, the exclusion will automatically take effect. See Audience Match Counts for details on how match counts work.

Does Customer Match work for new customer acquisition campaigns?

Yes, when used as an exclusion. Upload your existing customer list as a Customer Match audience and apply it as an exclusion on acquisition campaigns. This keeps Google's algorithm focused on net-new prospects.

Can I use WasteNot exclusions with Smart Bidding?

Yes. Exclusions apply before Smart Bidding evaluates auctions, so Smart Bidding will optimize within the remaining eligible audience.

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