1. Go to Google Ads dashboard → select your Search campaign.
   
   

2. In the left menu, click Audiences.
   
   

3. Click the blue + and choose Add audiences.
   
   

4. Select:
   
   

• Remarketing (website visitors, customer lists)
  
  

• Custom audiences (keywords, URLs, apps)
  
  

• Similar segments
  
  

5. Choose Targeting (to restrict traffic) or Observation (to only monitor performance).
   
   

• Observation is safer for testing.
  
  

• Targeting narrows the campaign only to that audience.
  
  

6. Save and launch.

Best Practices: 

• For brand terms, keep audiences on Observation (so you don’t limit reach).
  
  

• For non-brand prospecting, try Targeting + Customer Match/RLSA to improve lead quality.
  
  

• You can bid higher for your best audiences using bid adjustments in Observation mode.
  
  

• Combine audiences with in-market segments (e.g., "Business Services," "Marketing Agencies").