Remarketing Audience Planner: plan your data segments in Google Ads
Plan remarketing segments with durations, size checks, Customer Match rules and policy limits.
- Free to use
- Runs in your browser
- No sign-up
Your remarketing audience plan appears here
Pick your business type and add your numbers, or try the example: an online shop in Jaipur.
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About the Remarketing Audience Planner
Enter your monthly website visitors, leads or orders, YouTube views, customer list size and buying cycle, and tick the campaign types you run. The planner suggests the "your data" segments to build: all visitors, service or product page visitors, cart abandoners, converters to exclude, past customers through Customer Match, YouTube viewers and app users. Each comes with a membership duration within Google's 540-day maximum, a size check against Google's minimum of 100 active users, and how to use it in Search, Display, Demand Gen, Video and Performance Max. It also checks Google's rules on sensitive categories such as health, and on Customer Match. It runs in your browser.
How it works
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Step 1
Pick your business type and enter your buying cycle and monthly numbers, or press "Try an example".
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Step 2
Tick the campaign types you run and answer the account questions with Yes, No or Not sure.
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Step 3
Build the suggested segments in Audience manager with the durations shown, work through the to-do list, and copy the summary or download the CSV.
Google's rules the planner uses
Website segments keep people for 30 days by default and up to 540 days, and app, YouTube and customer list segments also stop at 540 days. To serve on Search, Display or YouTube, a segment needs at least 100 active users in the last 30 days. In Search campaigns Google recommends the Observation setting, which keeps your reach and lets Smart Bidding use the segment as a signal. In Performance Max, segments are audience signals: hints, not limits. Customer Match needs a good policy and payment history, and its Targeting setting also needs 90 days of history and more than USD 50,000 of lifetime spend.
Health and other sensitive categories
Google's personalised advertising policy does not let advertisers who promote products or services in a sensitive interest category, such as health, use advertiser-curated audiences: your data segments, Customer Match, lookalike and custom segments. Health covers physical and mental health conditions, treatments and invasive procedures, so most clinics fall in it. Predefined Google audiences stay open. People under 18 are not eligible for personalised ads at all.
What this planner cannot do
It cannot see your account, your tag or your real segment sizes, which Audience manager shows. The membership durations, the size estimates from your numbers, the margin above Google's minimum and which segment to use where are our suggestions. Google gives no match rate for customer lists, so the planner counts contacts before matching. Check each step in your account, as Google changes these features from time to time.
Frequently asked questions
What is the maximum membership duration in Google Ads?
It is 540 days. Website segments start at 30 days by default and can be set up to 540 days, and YouTube, app and customer list segments also stop at 540 days. A person drops out at the end unless they come back. The planner suggests shorter durations from your buying cycle; those are our suggestions, not Google's.
How big does a remarketing segment need to be?
Google's Audience manager help page says at least 100 active visitors or users in the last 30 days for ads to show on the Display Network, Search and YouTube, and the same for customer lists. Lists uploaded before 1 February 2024 still need 1,000 matched users until you refresh them. An older Google page on Search still mentions 1,000, so read each segment's size and status in Audience manager.
Can a clinic or hospital use remarketing?
Usually not for its ads. Google's personalised advertising policy lists health as a sensitive interest category, covering health conditions, treatments and invasive procedures, and advertisers promoting those cannot use your data segments, Customer Match, lookalike or custom segments. Keywords, locations and Google's predefined audiences are still open. Read Google's health policy page if you are not sure your services are covered.
Should I use Targeting or Observation in Search campaigns?
Google recommends Observation for Search. It keeps your reach the same, shows how the segment performs and lets you set bid adjustments, and Smart Bidding uses segments added this way as signals. Targeting limits your ads to people in the segment. For Customer Match, Targeting is open only to accounts with 90 days of history and more than USD 50,000 of lifetime spend.
What does Customer Match need?
An account with a good history of policy compliance and payments, contact details you collected yourself, a privacy policy that says you share customer data with others who work for you, and consent where the law or Google asks for it. No data on children under 13. Google can hash the file for you, and members stay for up to 540 days, so upload fresh contacts regularly.
Sources and checks
Rules last checked
The Remarketing Audience Planner follows these official pages:
- About audience segments in Audience manager (support.google.com)
- About Customer Match (support.google.com)
- Customer Match policy (support.google.com)
- Add audience signals (support.google.com)
Scores, limits and suggestions marked "our checklist", "our measure" or "our suggestion" are ours, not Google's or the platform's. How our tools work
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