In the early days of Google Ads, we were like pilots flying manually. We chose the keywords, set the bids, and decided exactly which Brisbane suburb would see our ads. Fast forward to 2026, and the 'pilot' is now an incredibly powerful AI. But even the smartest AI needs a flight plan.
If you’ve felt like your campaigns are drifting off course, the missing piece isn't usually your budget—it’s your audience signals. Think of these signals as a compass for Google’s machine learning. Instead of waiting for the algorithm to spend thousands of dollars 'learning' who your customers are through trial and error, you provide the blueprint from day one.
Moving Beyond Keywords to Intent
For many Australian business owners, the instinct is to focus solely on search terms. While keywords still matter, Google’s transition toward automated bidding and Performance Max means the person behind the search is often more important than the search itself.
Audience signals allow you to tell Google: "Look for people who behave like my best customers." This is particularly vital for service-based businesses in competitive markets like South East Queensland. If you're a plumber in Fortitude Valley, you don't just want anyone searching for 'taps'; you want the homeowner who has been browsing renovation blogs and high-end fixture sites.
If you find your ads are appearing for the wrong people, you might be making common lead gen errors that drain your daily spend before the 'gold' leads even wake up.
The Three Pillars of a Masterful Audience Signal
To master audience signals, you need to combine three distinct types of data. When these work together, your Cost Per Acquisition (CPA) usually takes a very healthy dip.
1. Your 'Gold Standard' First-Party Data
This is the most powerful signal you possess. By uploading a hashed list of your existing customers (Customer Match), you aren't just telling Google to find those specific people; you’re asking it to find 'Lookalikes' who share their characteristics.In 2026, privacy regulations mean that fueling Google with data you own is the only way to maintain a competitive edge. It turns the algorithm from a generalist into a specialist for your specific niche.
2. Custom Intent (The 'Competitor' Hack)
You can create audiences based on what people have searched for on Google or the websites they visit. A clever tactic for Brisbane businesses is to include the URLs of your direct competitors or industry-specific portals (like RealEstate.com.au or Houzz). This signals to Google that users interacting with those entities are in a high-intent phase of their buying journey.3. Interests and Demographics
While broader, these help refine the 'vibe' of your target. For an accounting firm in the CBD, targeting 'Business Professionals' and 'Frequent Business Travellers' adds a layer of qualification that prevents your ads from being served to students or hobbyists.Why This Matters for Your Bottom Line
When you provide strong audience signals, the 'Cold Start' problem disappears. Usually, a new campaign takes weeks to calibrate. With signals, you hit the ground running. You stop competing purely on price and start competing on relevance.
Interestingly, this relevance is often why a lower bidder can outrank a big spender. Google rewards ads that users actually want to see. If you've ever wondered why high bids lose to smaller players, it's often because the smaller player has mastered their audience signals and Quality Score.
Actionable Steps for Brisbane Business Owners
Ready to refine your strategy? Here is what you can do this week:
1. Audit your 'Customer Match' lists: Ensure your CRM data is clean and uploaded to Google Ads. Even a list of 500-1,000 previous customers can drastically improve Performance Max results. 2. Define your 'Anti-Audience': Signals aren't just about who you want; they are about who you don't want. Use negative audience segments to exclude people who have already converted or those looking for 'free' services. 3. Test 'In-Market' Segments: Look for segments like "Home Improvement" or "Business Services" that Google has already curated. These users have shown recent browsing behaviour that suggests they are ready to buy.
Conclusion
Audience signals are no longer an 'advanced' feature; they are the foundation of modern search marketing. By moving away from the 'spray and pray' keyword approach and toward a sophisticated, data-led strategy, you ensure every dollar of your marketing budget is working toward a specific business goal.
At Local Marketing Group, we specialise in helping Queensland businesses navigate these technical shifts to find the customers that actually move the needle.
Ready to stop guessing and start growing? Contact the team at Local Marketing Group today for a strategic review of your Google Ads account.