Lookalike audiences are a game-changer in Meta Ads—but did you know you can build something similar in Google Ads using Custom Segments?
Google doesn’t use the term “lookalike,” but Custom Segments allow you to reach new users who share behaviors, interests, and intent with your best customers—just like a lookalike audience would.
In this article, you’ll learn how to create and use Custom Segments in Google Ads to find high-converting audiences and scale your campaigns.
What Are Custom Segments?
Custom Segments are audiences you create inside Google Ads based on:
- Keywords people are searching
- Apps they use
- Websites they visit
- Interests and purchase intent
They allow you to reach users who behave like your ideal customer, even if they’ve never interacted with your brand.
Why Use Custom Segments?
- Discover new audiences similar to your best customers
- Target users based on search behavior across Google
- Get more control than using Google’s preset interests
- Great for Display, YouTube, and Discovery campaigns
- Perfect alternative to lookalike audiences from Meta
When to Use Custom Segments
Use them when you want to:
- Scale beyond retargeting
- Test new cold audiences
- Reach people actively looking for solutions
- Replace Facebook lookalikes in omnichannel strategies
- Promote lead magnets, products, or content to relevant users
Step-by-Step: How to Create a Custom Segment
Step 1: Go to Audience Manager
- Inside Google Ads, go to Tools & Settings > Shared Library > Audience Manager
- Click on Custom Segments > New Custom Segment
Step 2: Choose Segment Type
You can create based on:
- Keywords or phrases people are likely to search on Google
- URLs of websites they visit
- Apps they use
- A mix of the above
Step 3: Add Keywords Based on Search Intent
Example: You’re promoting a business coaching offer. Use keywords like:
- “how to grow my business”
- “business coaching for entrepreneurs”
- “online marketing strategy”
- “book more clients”
- “best CRM for coaches”
Google will find users actively searching or interested in these topics.
Step 4: Add URLs (Optional)
You can target people who visit:
- Competitor websites
- Industry blogs
- Specific tools (like ClickFunnels, HubSpot, Kajabi)
Tip: Add 5–15 URLs for stronger data signals.
Step 5: Name and Save Your Segment
Use a clear name like:
“Custom Segment – Business Growth Keywords”
This segment is now available inside your audience targeting for Display, YouTube, Discovery, and Gmail campaigns.
How to Use Custom Segments in Campaigns
Display Campaigns
Show banner ads to high-intent users across websites.
YouTube Campaigns
Promote video content or lead magnets to people actively researching your niche.
Discovery Campaigns
Reach users across Google Discover, Gmail, and YouTube Home with native-style ads.
Pro Tip: Use a mix of Custom Segments + retargeting + customer lists for full-funnel targeting.
Custom Segment Ideas by Niche
Fitness Coach:
- Keywords: “online personal trainer,” “home workout plan”
- URLs: fitness blogs, competitor coaching sites
- Apps: MyFitnessPal, Fitbit
Digital Course Creator:
- Keywords: “learn to play guitar online,” “how to sell art”
- URLs: Teachable, Thinkific
- Apps: Skillshare, Udemy
Marketing Consultant:
- Keywords: “get more leads,” “how to scale ads”
- URLs: HubSpot, Neil Patel
- Apps: Meta Ads, Google Ads app
Best Practices for Custom Segments
✅ Use clear, specific keywords that show intent
✅ Combine keywords + URLs for richer targeting
✅ Create different segments for top-of-funnel vs. bottom-of-funnel
✅ Test multiple segments in separate ad groups
✅ Let campaigns run for 7–10 days before judging performance
Common Mistakes to Avoid
🚫 Using only one keyword or one broad term
🚫 Targeting competitors directly in copy (Google prohibits it)
🚫 Not testing multiple Custom Segments
🚫 Ignoring user behavior data in GA4 to refine segments
🚫 Using Custom Segments in Search campaigns (they’re not compatible)
Final Thoughts
Custom Segments are Google’s version of lookalike audiences—and they’re just as powerful when used correctly.
By targeting users based on real behavior and search intent, you can reach high-quality prospects, reduce cold traffic waste, and grow your results across YouTube, Display, and Discovery campaigns.
Learn it once—use it in every campaign.
I specialize in Meta Ads, Google Ads, sales funnels, and client strategy—sharing everything I’ve learned through hands-on experience and real campaign results. Whether you’re just getting started or looking to grow as a traffic manager, this blog is here to guide you with practical tips and clear strategies.
Let’s grow together—one campaign at a time.