As Google continues to move toward aggregated campaign types like Performance Max and Demand Gen, many eCommerce brands are asking the same question: how do we maintain control and drive performance in an environment where so much is automated?
One of the most effective answers is audience segmentation.
While Google’s automation handles a lot behind the scenes, the signals you feed into the system still matter. Strategic audience segments help guide campaigns toward more qualified users, giving you an edge in how your budget is spent and who your ads reach.
Below are six core audience segments every eCommerce brand should set up inside Google Ads. These segments not only improve targeting but can significantly enhance the effectiveness of Performance Max and Demand Gen campaigns.
1. Website Visitor Segments
This is the most basic yet essential audience type. These are users who visited your site but did not convert, especially those who engaged with high-intent pages like product pages or the checkout flow. They are already familiar with your brand and showed purchase intent, making them one of the easiest groups to re-engage with tailored messaging, urgency, or social proof.
2. Pain Point or Solution Based Segments
Most shoppers begin by looking for a solution, not a specific brand. If you understand the core problems your product solves, you can build audiences around those pain points. This might involve targeting users who read relevant blog content or searched for specific issues your product addresses. These are often colder audiences but highly qualified if the messaging is aligned with their needs.
3. Competitor Interest Segments
Users searching for or engaging with competitors are already in the buying mindset. If you have a strong offer or a compelling point of difference, this is a prime audience to go after. Whether it’s a better price, faster shipping, or higher product quality, these campaigns can be particularly effective when positioned correctly.
4. Existing Customers
Many brands overlook this group. These are people who already trust your brand and have made at least one purchase. Use this audience to promote new products, exclusive bundles, or early access to seasonal campaigns. You can also break this down further into high-value customers or those with frequent repeat purchases to tailor messaging even more precisely.
5. Inactive Customers
Create segments for customers who haven’t purchased in a specific timeframe, typically 60 to 90 days or longer depending on your product lifecycle. These users may not be actively shopping, but a well-timed reminder or special offer can bring them back. Win-back campaigns often perform best when combined with something new, such as a product launch or limited edition release.
6. Non Subscribers
If your business has a subscription model, this is one of the highest leverage segments. Focus on one-time purchasers who haven’t yet subscribed. These users have already experienced your product and understand its value. With the right creative emphasizing benefits like convenience, savings, or exclusive access, you can convert them into long-term subscribers and increase their lifetime value.
Why This Matters More Than Ever
Audience signals are not about restricting who sees your ads. Instead, they are about guiding Google’s machine learning in the right direction. In the current landscape of automated campaign types, giving Google stronger data inputs is one of the few remaining ways to influence performance meaningfully.
Many brands still run Performance Max or Demand Gen campaigns without setting up proper audience segments, missing an opportunity to improve efficiency and scale. Whether you are aiming to acquire new customers, increase retention, or revive dormant ones, a thoughtful audience strategy is essential.
If you are not using these audience types yet, this is the time to start. The brands that lean into strategic segmentation now will be the ones that stay ahead as Google Ads continues to evolve.
