What is a Customer Match list used for?

Targeting existing customers (cross-sell, upsell), excluding them from prospecting, building lookalike-style 'similar audiences', and feeding offline conversion uploads.

Go deeper

Want the full playbook? Read Taming Broad Match in Google Ads With Smarter Automation — Broad match can unlock reach or burn budget. Here’s how to rein it in with Smart Bidding, negatives, audience signals, and careful use of AI Max.