Create and manage audiences

Where to find it

Open the Creative Hub from the top navigation, then select the Research tab. Audiences you build here are saved to your library and available to select when setting up any campaign — they apply at the targeting step rather than being one-off per campaign.

Meta audiences

For Meta campaigns, you can build and save two types of audiences from the Audiences tab:

Interest-based audiences

Build an audience by manually selecting interests, behaviors, demographics, locations, and placements. Use this when you have a clear picture of who your customer is and want to define that targeting precisely and reuse it across campaigns.

AI-based audiences

Let the AI suggest the audience for you based on your brand context and campaign goal. You set the location, placements, and demographic parameters — the AI selects the interest and behavioral targeting within those constraints. Use this as a starting point when you're not sure which interests to target, or to discover audiences you wouldn't have thought to test manually.

Note: Lookalike and retargeting (custom) audiences for Meta are not built in the Audiences tab — they're set up directly inside the Meta campaign launcher when you create or edit a campaign targeting step.

Google audiences

For Google campaigns, the Audiences tab lets you build and save targeting configurations that can be reused across all your Google channels. You can configure:

Keywords — the search terms that should trigger your ads
Search themes — broader topic signals that guide Google's smart bidding
Locations — geographic targeting at country, region, city, or radius level
Demographics — age, gender

Saved Google audiences can be applied to any Google campaign — Search, Display, Performance Max — without having to reconfigure targeting each time.

Retargeting on Google: You can select existing Google retargeting audiences (from your connected Google Ads account) when setting up a campaign, but building new retargeting lists happens in Google Ads directly. Retargeting audiences that already exist in your account will appear as an option during campaign setup.

Keyword Planner

The Audiences tab includes a Keyword Planner for Google Search research. Use it to explore search terms relevant to your business, see estimated search volume and competition levels, and build keyword lists before launching a Google Search campaign. Keywords researched here can be saved directly into a Google audience for immediate use.

How to create and save an audience

Open Creative Hub → Research.
Click on the tool you want to use — Keyword Research, Meta or Google.
For Meta: select Interest-based or AI-based, then configure your location, placements, demographics, and interests (or let the AI set them).
For Google: add your keywords, search themes, locations, and demographics.
Give the audience a clear name (e.g., "Meta – Homeowners – Florida – AI" or "Google – HVAC – Miami – Brand keywords").
Click Save.

The saved audience appears in your library and is available to select at the targeting step when creating any campaign on the matching platform.

Common issues

My saved audience isn't appearing during campaign setup

Audiences are platform-specific — a Meta audience won't appear when setting up a Google campaign, and vice versa. Confirm you're looking at saved audiences for the right platform.

I want to retarget website visitors on Meta

Retargeting audiences are set up inside the Meta campaign launcher at the targeting step — not in the Audiences tab. Your Facebook Pixel must be installed and collecting data first. See Create and connect a Facebook pixel.

Targeting: Meta (Facebook & Instagram)
Targeting: Google Search
Run Facebook & Instagram ads
Run Google Search ads
Create and connect a Facebook pixel