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Audiences
Should I exclude people who already converted?
Yes.
Continuing to advertise lead-generation offers to people who have already become customers wastes budget and creates a poor user experience.
Common exclusion lists include:
- Existing customers
- Closed opportunities
- Active subscribers
- Current employees
- Recent demo requests
- Sales-qualified leads
Instead, move these audiences into upsell, cross-sell, onboarding, or customer success campaigns.
Go deeper
Want the full playbook? Read Beginner’s Playbook for Google Ads Audiences — Keywords matter, but they’re only part of the picture. This guide explains the 8 main Google Ads audience types, when to use them, and how to launch them without cluttering your account.