How Google Ads Custom Intent Audiences Find In-Market Buyers

Episode 60 of The Google Ads Podcast explores Custom Intent audiences—a targeting option that lets you define your own signals instead of relying on Google's preset segments. Lucas and Luna break down how it works, when it outperforms In-Market and Affinity audiences, and a real example from a mid-market SaaS company that cut cost-per-lead by 40 percent using keyword-and-URL-based intent signals. They discuss the trade-offs: scale versus precision, the importance of exclusion lists, and why Custom Intent can cannibalize your own remarketing if you're not careful. If you're running Google Ads in 2026 and want to reach people actively researching your space without wasting budget on broad demographics, this episode gives you a tactical playbook. No fluff, no generic tips—just the specific settings and logic that make Custom Intent a go-to for performance marketers. #CustomIntentAudiences #GoogleAds #PPC #PaidSearch #DigitalMarketing #TargetingStrategy #InMarketAudiences #AffinityAudiences #SaaSMarketing #CostPerLead #AdSpendOptimization #KeywordTargeting #URLTargeting #GoogleAds2026 #PerformanceMarketing #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo