Google reduced the minimum audience size requirement to just 100 active users across all networks and audience types, making remarketing and customer list targeting far more accessible—especially for smaller advertisers.
What’s new. Audience segments with as few as 100 users can now be used across Search, Display, and YouTube, including both remarketing lists and customer lists. The same 100-user threshold now applies for segments to appear in Audience Insights, down from 1,000.
Catch up. The shift toward smaller audience thresholds began in May, when Google lowered the minimum user requirement for Customer Lists in Search campaigns from 1,000 to 100.
Why we care. Smaller accounts and niche advertisers can now activate audience strategies that were previously out of reach due to size constraints. This change removes a long-standing barrier to personalization, remarketing, and first-party data activation within Google Ads.
What to watch. How advertisers use smaller, more precise segments—and whether performance or privacy safeguards evolve alongside the expanded access.
First seen. This update was first spotted by Web Marketing Consultant, Dario Zannoni, who shared it on LinkedIn.
Bottom line. By lowering audience size limits to 100 users everywhere, Google is opening advanced audience targeting to a much broader range of advertisers.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
