About Audience migration

Google will migrate all existing campaigns and audience types to the new, holistic Audiences format inclusive of all segment types.

During the migration, Audiences are deduplicated across ad/asset groups and campaigns to prevent duplicative reusable Audiences from being created. You’ll be able to locate your new Audiences in your Audience Library. Migrated Audiences will follow the naming convention 'Migrated Audience 1, Migrated Audience 2, … Migrated Audience XXX'.

What to expect

Now that our new, simplified audience experience is live across several campaign types in Google Ads, we will begin migrating all of your existing campaigns to the new Audience experience. We will begin with Performance Max campaigns in Q2 2023, with others to follow as detailed here.

Next steps

In most cases, you don’t need to take any action. When your existing ad groups contain segments that can’t be migrated – including non first-party exclusions – you have the opportunity to make changes or pause your campaign before it’s migrated.

We’ll notify you before migration starts and after it’s finished. Migration can take hours or even days. During this time, you won’t notice a disruption to account access or campaign serving.

Migration schedule

Below is the migration schedule by campaign type. The timelines will be updated with specific months as we finalise timing.

Learn more about the supported campaigns and ad groups of Audience builder