Imagine you own a boutique landscaping firm in New Farm. You’ve just launched a high-end 'Poolside Paradise' package. You switch on a Google Performance Max campaign, and for the first three weeks, your phone stays silent. Why? Because Google’s AI is currently a 'toddler'—it’s wandering around the internet, showing your ads to people looking for cheap lawnmowers or DIY herb garden kits, trying to figure out who actually wants a $50,000 pool renovation.
In 2026, we don't 'target' audiences in the traditional sense; we provide Audience Signals. These are the breadcrumbs that lead Google’s machine learning directly to your best customers. If you don't provide them, you’re essentially paying for the AI's tuition while it learns on your dime.
The Shift from Targeting to Signalling
Historically, digital marketing was about rigid boxes: 'Men, 35-50, interested in golf.' Today, Google’s algorithms are far more fluid. Audience Signals are not a hard boundary; they are a starting point. They tell Google, "Look for people like these people first."
For a Brisbane-based business, this is the difference between showing an ad to someone just because they live in Ascot, and showing it to someone who has recently visited luxury home showrooms in Fortitude Valley and searched for 'lap pool designers'.
Step 1: The 'Golden Goose' – First-Party Data
The most powerful signal you can give Google is the data you already own. This is your 'Customer Match' list. By uploading your existing client emails, you aren't just telling Google to find those specific people; you are providing a blueprint of your ideal buyer.
When you integrate precision bidding using your CRM data, you move beyond basic demographics. You’re telling the system to find users who share the complex behavioural traits of your highest-spending clients.
How to implement:
1. Export your customer list (emails and phone numbers). 2. Segment them by value (e.g., 'High-Value Repeat Clients'). 3. Upload to the 'Audience Manager' in Google Ads. 4. Add this list as a signal to your Performance Max or Search campaigns.Step 2: Intent-Based Custom Segments
If you want to jumpstart a campaign, you need to look at what your customers are searching for before they find you.
Let’s say you run a commercial brokerage in Milton. Instead of just targeting 'commercial real estate', create a custom segment based on terms like 'office lease rates Brisbane CBD' or 'warehouse space for sale Hemmant'. These specific, intent-heavy search terms act as a high-velocity signal.
By focusing on these nuances, you stop wasting budget on curiosity seekers and start scaling phone leads from serious decision-makers who are ready to sign a lease.
Step 3: Layering Interests and Demographics
While Google’s AI is smart, it still needs guardrails. In the Audience Signal settings, you can layer 'In-Market' and 'Affinity' segments.
In-Market: People who are actively researching a purchase (e.g., 'Moving & Relocation Services'). Affinity: People with long-term interests (e.g., 'Luxury Travellers').
For an Australian business, this is where you can get hyper-local. If you are a high-end retailer, you might layer an affinity for 'Investment News' with an in-market signal for 'Home Decor'. This tells Google that your customer isn't just someone looking for a rug; they are someone with the disposable income to buy a premium, hand-woven Persian rug.
Step 4: The 'Observation' Strategy
Before you go all-in on a specific signal, use 'Observation' mode on your Search campaigns. This allows you to see how different audiences perform without narrowing your reach.
You might find that people who visit your 'Contact Us' page but don't convert are actually your most valuable audience to re-engage. This is a critical step in closing the loop and ensuring that your marketing spend isn't just creating awareness, but driving actual revenue.
Summary Checklist for Audience Mastery
1. Clean your CRM data: Ensure your email lists are up-to-date before uploading. 2. Create 3-5 Custom Segments: Use specific search terms and competitor URLs. 3. Refresh regularly: Audience signals are not 'set and forget'. Update your lists monthly to reflect seasonal shifts in the Queensland market. 4. Monitor 'Insights': Check the Insights tab in Google Ads to see which signals are actually driving conversions.
Conclusion: Feed the Machine or Starve the Campaign
Google Ads in 2026 is a partnership between your business intelligence and Google’s processing power. If you provide weak signals, you get weak results. By taking the time to map out your first-party data and intent-based segments, you give your campaigns the 'unfair advantage' they need to outcompete larger brands with bigger budgets.
Ready to stop guessing and start growing? At Local Marketing Group, we specialise in fine-tuning these technical levers to ensure Brisbane businesses dominate their local search results.
Contact Local Marketing Group today to audit your current audience strategy.