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We’re a team of digital growth experts sharing insights, tips, and resources to help businesses perform better online. Simple. Actionable. Effective.
Google doesn’t usually make noise about its most impactful PPC changes.
This is one of them.
Google has reduced the minimum audience size requirement to just 100 users across Search, Display, and YouTube. This applies to remarketing lists, customer lists, and Audience Insights down from the long-standing 1,000-user threshold.
On the surface, it looks like a small technical update.
In reality, it removes a structural barrier that has quietly shaped how advertisers, whether working with a PPC agency or operating as a digital marketing agency in Indore managing lean accounts have been forced to run Google Ads for years.
Audience segments with as few as 100 active users can now be used:
At the same time, the threshold for a segment to appear in Audience Insights has also dropped from 1,000 to 100 users.
This isn’t a partial rollout or a limited exception. Google has now standardized the 100-user requirement across all networks and all audience types, removing inconsistencies that previously made audience strategies harder to deploy.
Google began this shift back in May, when the minimum size for Customer Lists in Search campaigns was reduced from 1,000 to 100. Since then, the limits have been gradually lowered across the platform, culminating in this full alignment.
For years, Google Ads quietly rewarded scale over precision.
If your account didn’t have thousands of users, you couldn’t:
This limitation hit smaller advertisers the hardest including many digital marketing companies in Indore working with niche, regional, or early-stage brands.
They weren’t bad at PPC.
They were forced into broad targeting because the platform gave them no alternative.
That changes now.
With a 100-user threshold, intent finally matters more than volume.
This update isn’t about using tiny audiences everywhere.
It’s about using them where intent already exists.
The biggest impact will show up in:
A list of 120 past customers or 150 site visitors may not look impressive but when layered correctly, it can materially improve relevance, efficiency, and message alignment.
There’s a trade-off Google isn’t highlighting.
Smaller audiences amplify mistakes.
With lists this tight:
Broad targeting hides inefficiencies.
Precision exposes them.
As access expands, Google has also updated its official audience segment documentation with clearer policy and troubleshooting guidance, another signal that clean data and compliance matter more when audiences shrink.
This update isn’t just about accessibility.
It’s about first-party data and cleaner signals.
As automation takes over bidding and targeting, Google needs better inputs—not bigger ones.
Lowering audience thresholds nudges advertisers toward building owned data, segmenting intentionally, and feeding AI higher-quality signals.
By lowering audience size limits to 100 users, Google is opening advanced audience targeting to a much broader range of advertisers.
But this isn’t a shortcut.
It’s a test.
Because when audiences get smaller, strategy matters more than ever.
The advertisers who win won’t be the loudest or the biggest.
They’ll be the most precise.
First seen: This update was first spotted by Web Marketing Consultant Dario Zannoni, who shared it on LinkedIn.
Performance Marketing Experts
The Magic Clickz team is a group of experienced PPC agency specialists, digital marketers, designers, and developers focused on helping businesses scale through performance-driven marketing.
As website experts, Google Ads experts, and Meta Ads experts, we specialize in building and managing high-converting campaigns backed by data, strategy, and continuous optimization.
Through our blogs, we share practical insights, proven PPC strategies, and real-world experience across PPC management services, Google Ads, Meta (Facebook & Instagram) advertising, conversion optimization, and website performance empowering brands to make smarter marketing decisions and achieve measurable growth.
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