Audiences are one of my favorite topics when it comes to paid advertising. I've always been a huge fan of how useful they can be when trying to optimize campaigns to reach the right group of folks.

But one thing has always confused me: Most advertisers only pay attention to audiences with strategies like display, YouTube, or social. Meanwhile, search audiences seem to get overlooked.

I'm hoping to remedy that with this post. Below are my favorite ways for leveraging audiences in Google Ads search campaigns to optimize and grow your results.