Remarketing lists in Google Ads are audience segments made up of users who have previously interacted with your website, app, or ads.
These lists allow you to re-engage people who have:
- Visited specific pages
- Added products to their cart
- Started but not completed a purchase
- Completed a previous conversion
Advertisers can use remarketing lists to:
- Show tailored ads
- Adjust bids for returning users
- Create audience signals in Performance Max
- Build similar or lookalike audiences
Why it matters
Remarketing targets users who already showed interest, which often leads to higher conversion rates and more efficient ad spend.
In short: Remarketing lists help you reconnect with users who have already engaged with your brand.