Ways to exclude customers
| Method | Who it removes | Keep it fresh by |
|---|---|---|
| Customer list upload | People in your CRM or billing system | Syncing or uploading monthly |
| Converter segment | People who submitted a form or booked | Using a 30 to 90 day window |
| Portal or login visitors | Customers checking accounts or invoices | Tagging the portal pages |
| Brand campaign rules | Customers searching your name for support | Adding negatives like "login" or "billing" |
Customer Match basics
You upload emails or phone numbers, and Google matches them to signed-in users. Google says memberships expire after 540 days, so refresh the list regularly. Matches only work for people logged in to Google. Upload only data from customers who agreed to your privacy policy.
Do not exclude customers everywhere
Customers may still buy more. Exclude them from campaigns aimed at new leads, then run a separate campaign for repeat services, upgrades or maintenance plans. The message changes from "try us" to "time for your annual check."
Watch brand searches too
Existing customers often search your name to find a phone number or login page. Those clicks cost money and look like leads. Add negatives for support terms and keep customer phone lines out of ad tracking.
Good example. An HVAC company excludes its maintenance plan members from new-install ads and runs a separate tune-up reminder for them.
Bad example. An HVAC company counts calls from current customers as new leads. Its cost per lead looks great while new sales stay flat.
Our PPC management sets up customer exclusions in every account.