Audience Management

This workflow covers creating, synchronizing, and managing Customer Match audience lists that link your CRM pipeline data to Google Ads for retargeting and lookalike campaigns.

Overview

Audience lists are dynamic groups of leads based on CRM stage membership. When leads enter or leave the linked stages, the audience list in Google Ads is updated automatically. Members are identified by SHA-256 hashed email addresses and phone numbers for GDPR compliance.

Required permissions

  • Sales Manager to create and manage audience lists

  • System Administrator to configure the Google Ads connection

Create an audience list

  1. Navigate to Google Ads ‣ Audiences ‣ Audience Lists.

  2. Click New.

  3. Fill in the form:

    • Name – A descriptive name (this becomes the list name in Google Ads)

    • Description – Notes about the purpose of this audience

    • Stages – Select one or more CRM stages. Leads at these stages are included as members.

    • Include Lost – Check to also include leads marked as lost at the selected stages

    • Upload Key Type:

      • Contact Info – Uses hashed email and phone (recommended for most cases)

      • CRM ID – Uses the lead’s internal ID

    • Sync Enabled – Leave checked for automatic synchronization

    • Sync Interval (Hours) – How often delta sync runs (default: 24)

  4. Click Save.

  5. Click Create in Google Ads to create the audience list in your Google Ads account.

Note

Google Ads requires a minimum of 1,000 members for an audience list to be used in ad targeting. A warning badge appears if your list is below this threshold.

Synchronization modes

Delta sync (daily)

The delta sync runs daily and performs an incremental update:

  1. Identifies leads currently at the linked stages that have an email address.

  2. Compares this list with the existing membership snapshot.

  3. Uploads only additions and removals to Google Ads.

  4. Updates the member snapshot for the next sync cycle.

Full refresh (monthly)

Google Ads expires audience members after 540 days. The monthly full refresh re-uploads all current members to reset their expiry timers, preventing members from silently dropping out of the list.

Manual sync

To trigger an immediate sync, open an audience list and click Sync Now. This runs a delta sync immediately instead of waiting for the scheduled cron.

Import existing segments

If you already have Customer Match lists in Google Ads, you can import them into Progrid:

  1. Navigate to Google Ads ‣ Audiences ‣ Import Segments.

  2. Click Fetch Segments to load available lists from Google Ads.

  3. Review the list of segments. Already-imported segments are marked.

  4. Check the segments you want to import and click Import Selected.

  5. The wizard creates audience list records in Progrid linked to the existing Google Ads lists.

Conversion value rules

Value rules modify conversion values for users who belong to a specific audience list. For example, you can multiply conversion values by 1.5x for users in a “High-Value Customers” audience.

To create a value rule:

  1. Navigate to Google Ads ‣ Audiences ‣ Value Rules.

  2. Click New.

  3. Fill in:

    • Name – A descriptive rule name

    • Audience List – The audience this rule applies to

    • Action Type:

      • Multiply – Multiply conversion value (e.g., 1.5 = 150%)

      • Add – Add a fixed amount to the conversion value

      • Set – Override the conversion value entirely

    • Action Value – The numeric value for the operation

    • Scope – Account (all campaigns) or Campaign (specific campaign IDs)

  4. Click Save.

  5. Click Sync to Google Ads to create the rule in your Google Ads account.

New customer acquisition

The module supports Google Ads lifecycle goals for new customer acquisition optimization. To configure this:

  1. Create an audience list containing your existing customers (e.g., leads at the “Won” stage).

  2. Open the audience list and click Set as Existing Customers.

  3. Optionally set a New Customer Premium Value – an additional value bonus applied to conversions from users who are not in this list (i.e., new customers).

This tells Google Ads to prioritize acquiring new customers over re-engaging existing ones during Smart Bidding.

Next steps

  • Conversion Tracking – Configure stages that feed into audience membership

  • Reporting – Review campaign performance by audience segment

  • Security – Ensure proper consent settings for audience uploads