Google Lowers Customer Match Threshold: What It Means

Google just rolled out a major update that could quietly make a big impact, especially for B2B and small to mid-sized advertisers.

As of this month, Google has lowered the minimum audience size for Customer Match lists in Search campaigns from 1,000 users to just 100.

That’s a 90% reduction and a big deal for brands that have struggled to meet the old threshold, especially in account-based marketing (ABM) and longer B2B sales cycles.

Let’s break down why it matters, including our recommendations for marketers to take full advantage.

Why This Update Matters

For years, Customer Match has been one of the most powerful (but restricted) targeting tools in Search. Requiring 1,000+ matched users limited its use mostly to large-scale eCommerce or high-volume advertisers.

Now that the minimum is just 100 users, that hurdle is much easier to clear. Smaller advertisers and brands in specific subsets, including B2B marketers working with tighter, high-intent lead lists, can now:

• Layer in Customer Match for smarter search targeting
  
  
• Re-engage SQLs or Opportunities mid-funnel
  
  
• Run personalized ads to tiny but mighty lists of ideal buyers
  
  

And this isn’t just about using your customer data. You can look slightly earlier in the pipeline and upload lists of demo signups, sales-qualified leads, or even decision-makers from target accounts and start optimizing around their search behavior.

How to Use It: Targeting, Bidding, and Strategy Tips

Start with Observation Mode
Add your Customer Match list as an “Observation” layer in existing Search campaigns to gather insights. You can even set bid adjustments to prioritize these users without creating a new campaign.

Use for ABM-Style Targeting
Upload small, high-intent lists (like SQLs or dormant leads) and bid more aggressively on relevant bottom-of-funnel searches (e.g. “upgrade [your tool]” or “[competitor] alternative”).

Use Smart Bidding + Broad Match (Cautiously)
Customer Match can give Google’s broad match more helpful signals, but we still recommend caution, especially for B2B. If you test this combo, make sure:

• Your conversion volume is strong
  
  
• You’re optimizing for lower-funnel actions
  
  
• You monitor quality closely

Exclude When Needed
Just as powerfully, you can exclude customer lists or stale leads from campaigns, which helps you avoid wasted spend on users you’re no longer pursuing.

What Bid Strategies Make Sense?

It all comes down to your conversion volume and goals. If you’re meeting Google’s recommended 30 conversions in 30 days, these are some smart plays:

• Max Conversions: Drive as many actions as possible from that list
  
  
• Target CPA: Control costs with a limit per conversion
  
  
• Max Conversion Value: Focus on higher-value users from your list
  
  
• Target ROAS: If you know the value of your list, optimize for it directly

Why This Is Big for B2B

B2B brands often deal with smaller pipelines and longer sales cycles, so precision matters. Until now, hitting 1,000 matched users who had reached at least the SQL stage was often a stretch.

Now, you just need lists of 100 high-quality users to take actions li:ke

• Running mid-funnel messaging
  
  
• Retargeting slow-moving opportunities
  
  
• Reactivating high-value but inactive leads
  
  

Don’t Stop at “Customers”

This update isn’t just about closing new business; it’s extremely helpful for moving people through the funnel. For example:

• Retarget cold SQLs with a special promo
  
  
• Push Opportunities to take the next step with urgency-based ad copy
  
  
• Surface tailored messaging to people who already know your brand but need a final nudge
  
  

TL;DR: ABM Just Got Easier

We’ve already seen ABM-style targeting produce great results when it’s precise, timely, and personalized. Yes, CPCs and CPMs are often higher, but the lead-to-close rate usually justifies it.

This new update gives smaller advertisers the keys to unlock that strategy without needing a giant database.

If you’ve got a lead list and a message ready to go, now’s the time to get it in front of the right eyes…no matter how small your list might be.