How to Create GA4 Audiences and Use Them in Google Ads

If you're running Google Ads and using Google Analytics 4 (GA4), you can create audiences in GA4 and use them to target your campaigns. This is useful for remarketing to people who have already visited your website, and you can also use GA4 audiences to guide optimization in Performance Max campaigns.

In this tutorial, I'll walk you through how to create an audience in GA4, check the required settings, and apply the audience to a campaign in Google Ads.

What This Tutorial Covers

The video walks through each step of the process, from creating your audience in GA4 through to applying it in Google Ads. Here's a summary of what's covered:

• How to create a custom audience in GA4, including setting inclusion conditions and an exclusion group for people who have already converted
• How to check that Google Signals is enabled in your GA4 property
• How to confirm your GA4 property is linked to your Google Ads account
• How to verify that consent signals are active, which is required for remarketing audiences to be eligible in certain regions
• How to add a privacy policy to your website using the Usercentrics Privacy Policy Generator
• How to find your GA4 audiences in Google Ads and apply them to an ad group

Tip: For your Google Analytics audiences to work in Google Ads, you need Google Signals enabled, your Google Analytics property linked to your Google Ads account, and consent management correctly configured on your website.

Next Steps

If you'd like to go further, download my ideas for audience lists you can create in Google Analytics and Google Ads and watch my tutorial on linking Google Ads to Google Analytics.