Google this week announced it will release Customer Match audiences in Google Ads for all advertisers with over $50,000 lifetime spend. The release is happening over the coming weeks.
To use Customer Match advertisers also need to have 90 days of policy compliant history.
Customer Match is a feature that enables advertisers to upload email addresses and phone numbers. Google matches then the customer data with users, creating audiences for the advertiser uploading the data.
Accounts without the lifetime spend will also be able to upload data in Google Ads, but these accounts will only be able to observe the performance, and not target these audiences. The advertisers without the lifetime spend can exclude the Customer Match audiences, observe the performance, and build lookalikes from them.