Why does the combination matter?
In an era where third-party cookies are being phased out, it is essential to build your marketing strategy on data you own yourself. First-party data – collected through email, purchase history, website behaviour or login – is the foundation of future digital marketing.
Google has simultaneously developed audience signals, which are used to improve targeting in their campaign types, such as Performance Max. When you combine the two, you get both precise user data and Google's machine learning to expand and refine your audiences.
What are Google Ads audience signals?
Audience signals are Google's way of giving campaigns like Performance Max a starting point for who they should reach. They are not a fixed audience, but a set of signals (e.g. interests, demographics, search behaviour) that Google's algorithms use to find more similar users.
When you add your own first-party data as part of the signals, you significantly strengthen the algorithm – because your data is unique and far more precise than average interest categories.
Benefits of combining first-party data and audience signals
- More precise targeting based on actual customer data.
- Faster learning in campaigns, because Google receives stronger signals from the start.
- The ability to scale out to new, similar customers via Google's machine learning.
- Better ROAS, as you reduce waste on irrelevant users.
Examples of using first-party data in audience signals
- Customer lists from email marketing (Customer Match).
- Segments of high-value customers (e.g. repeat buyers or high CLV).
- Users with recent purchase signals (e.g. abandoned cart).
- Website visitors who have interacted with specific products.
By combining these with Google's audience signals, you can give Performance Max a strong starting point – both for retaining existing customers and finding new ones who resemble them.
Next steps for your marketing strategy
If you already work with email marketing and have a solid base of first-party data, the next step is to integrate it with your Google Ads campaigns.
This requires:
- That you have consent and correct data collection in order.
- That you upload and maintain your customer lists in Google Ads.
- That you test audience signals in combination with your own segments.
Conclusion
The combination of first-party data and Google Ads audience signals is the next step for brands that want more precise targeting and better performance.
With your own data as the foundation and Google's algorithms to uncover new opportunities, you get the best of both worlds – and create a strong foundation for the future of digital marketing.
