Google Ads Customer Match syncs your Omnisend segments to Google Ads, Gmail, and YouTube audiences. Target existing customers with ads based on purchase history, email engagement, or profile data.
Combine Google Ads targeting with email and SMS messages to reach customers across multiple channels.
Before You Begin
This integration is available on all Omnisend pricing plans.
You need an active Google account with access to Google Ads. Omnisend doesn't create an account for you. Sign in to your Google Ads account here.
You can upload audience lists to Google Ads for "observations" without meeting spend requirements. However, to target ads to these audiences, your Google Ads account must meet Google's $50,000 total lifetime spend requirement.
Create segments in Omnisend first – This integration doesn't create pre-built segments. You must manually create segments (e.g., "Contacts who placed 3+ orders") before syncing. Learn how to create segments.
Setup Process
Step 1. Go to Apps in your Omnisend header.
Step 2. Search for Google Ads Customer Match → Click Connect Now.
Step 3. Sign in with the Google account that manages your ads.
Step 4. Click Allow to grant Omnisend access to your Google account.
Omnisend redirects you to select your Google Ads account. Once selected, the app shows as Connected. You can now start syncing segments.
Sync Segments to Google Ads
Step 1. Go to Audience → Segments → Click the three-dot menu next to your selected segment → Select Sync to Google or Facebook.
Step 2. Select Continue with Google.
Step 3. Choose which contact statuses to sync (All contacts, Subscribed, Non-subscribed, or Unsubscribed). You can select any combination.
Step 4. Click Sync.
Important Notes:
Sync frequency: Updates occur every 5 minutes. When a contact enters or exits a segment in Omnisend, they're automatically added or removed from your Google Ads audience.
Match rates: Google matches synced data to user accounts. Match rates vary based on how many contacts have Google accounts and haven't opted out of behavioral advertising.
You can now create targeted ad campaigns in Google Ads, Gmail, and YouTube using this audience.
Segment Ideas for Google Ads
You can segment contacts by profile data, email engagement, or purchase behavior. Here are examples:
Profile data – Contacts in a specific location, upcoming birthdays, or custom properties (e.g., loyalty tier).
Email engagement – Contacts who haven't opened emails recently, active readers, or those who clicked specific campaigns or automation messages.
Purchase behavior – VIP customers, repeat buyers, inactive customers, or high-value one-time buyers.
Troubleshooting
Google Ads is Not Working as Expected
Check Google Ads eligibility: Verify your account meets Google's Customer Match requirements, including the $50,000 total lifetime spend threshold for targeting.
Check permissions: Ensure you have permission in your Google Ads account to create new audiences and use audience data. Update permissions if needed.
Reinstall the app: If the issue persists, disconnect and reconnect the Google Ads Customer Match app in Omnisend (Apps → Google Ads Customer Match → Disconnect → Connect Now).
If reinstalling doesn't resolve the issue, contact [email protected].
Omnisend Isn't Syncing Contacts from a Segment to the Google Ads List
The Google Ads list you selected during setup is a Rule-based list, which doesn't support Omnisend sync. You need a Customer list (contact information type). You need to create or select a Customer list in Google Ads.
How to find Customer lists in Google Ads:
In Google Ads, go to Tools & Settings → Audience Manager.
Select the Customer list tab from the menu on the right.
Verify the list type:
✅ Customer list (contact information) – Compatible with Omnisend.
❌ Rule-based – Not compatible.
If your current list is Rule-based, create a new Customer list or select an existing one, then reconnect the sync in Omnisend.
FAQ
What happens if I disconnect the Google Ads integration?
Synced audiences remain in Google Ads but stop updating. To resume automatic updates, reconnect the integration.
What happens to synced audiences if I delete a segment in Omnisend?
The audience remains in Google Ads but stops receiving updates. Manually delete the audience in Google Ads if no longer needed.
Can I connect my Google Ads account to multiple Omnisend stores/accounts?
Yes, that is possible.
Can I sync only subscribed contacts to Google?
Yes. When syncing a segment, choose which contact statuses to include: subscribed, unsubscribed, non-subscribed, or any combination.
Can I sync unsubscribed contacts?
Yes. Google Ads Customer Match syncs any contact status you select. This is useful for retargeting customers who unsubscribed from email but may still engage with ads.
Need further guidance? Our Support Team is just a click away in the app, or you can email [email protected].