Audiences
Audience signals
Hints about the intended audience given to an automated campaign, such as customer lists or interests, which the platform may go beyond.
What it is
In Performance Max and Demand Gen, signals tell Google where to start looking; they are suggestions, not limits.
Why it matters
For lead generation and e-commerceGood signals shorten the time it takes the system to find buyers.
In practice
Use the strongest data available, such as customer lists and converters, and judge results by conversions, not by audience reports.
A common mistake
Expecting signals to restrict who sees the ads. Use exclusions where an audience must be kept out.