Google reduced the minimum audience size requirement for customer match lists in Search campaigns from 1,000 to just 100 users — a significant update for small and midsize businesses.
The big picture. This update makes precision targeting more accessible to SMBs, who often struggle to meet high list-size minimums.
According to Google’s documentation, the new threshold applies only to customer match lists — not to remarketing lists or other audience types.
It also mirrors YouTube’s recent customer list minimums, signaling a broader push for consistency across Google’s platforms.
Why we care. Previously, advertisers needed at least 1,000 users to qualify a customer list for use in search ads. Now, with only 100, this makes highly targeted, intent-driven ads accessible to smaller brands that couldn’t previously meet the threshold. It levels the playing field, allowing SMBs to compete more effectively and stretch their marketing budgets further with precision audience targeting on Google Search.
Between the lines. This isn’t just a technical change — it’s a strategic shift. With tighter privacy norms, Google appears to be exploring how to maintain targeting precision without massive data pools.
What they’re saying. “This is an amazing development and a huge win for SMBs!” — Navah Hopkins, Brand Evangelist of Optmyzr, who first surfaced the change.
She credits Google Ads Consultant, Boris Beceric for the tip, and teases more insights during their upcoming GML recap, promising “rants, tactics, and at least one song recommendation.”
What’s next. Hopkins speculates that this move could pave the way for greater transparency around search term data — another long-requested feature by advertisers.
Bottom line. Small advertisers just gained a powerful new way to compete — and Google may be signaling a more inclusive future for ad targeting.