What It Is
Customer Match is a Google Ads feature that lets advertisers target or exclude their existing customers by uploading a list of email addresses or phone numbers. Google hashes and matches the list against signed-in user accounts and serves ads to (or holds ads back from) the people who match.
Why It Matters
Customer Match is one of the few ways to bring first-party customer data into a Google Ads account. Common uses include suppressing existing customers from prospecting campaigns, retargeting churned customers, and seeding similar audiences. For service businesses with strong customer lists, Customer Match can sharply improve account efficiency.
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