Overview
This guide walks you through connecting your Sona Audiences data to Google Custom Audiences for automated audience updates. By setting up this integration, your Google Ads audience records will automatically update based on your Sona data, helping you create more targeted and effective advertising campaigns.
Prerequisites
You must have a Google Ads Connector already established.
Access to Sona Audiences data.
Admin permissions for your Google Ads account.
Step 1: connect Google Ads to Sona
Go to Connectors in the Sona sidebar.
Locate or add the Google Ads Connector.
Authenticate and ensure the status reads Active.
Step 2: create a new destination
Navigate to the Destinations section.
Click + Add Destination.
Select Google Custom Audience from the list.
Step 3: Google-specific configuration
Target Selection: choose your Google Custom Audience from the dropdown.
Record Matching Best Practice: use reliable identifiers like email and phone to improve match rates.
Google Notes: ensure compliance with Google's Custom Audience policies and that all synced data has proper user consent.
Enable Real-Time Processing: located under Field(s) Mapping, check this box if you want immediate data updates. When enabled, real-time processing will override the scheduled sync frequency, ideal for time-sensitive workflows and immediate lead follow-up.
For general destination configuration steps, such as selecting an audience, setting sync frequency, record matching, field mapping, and saving, follow the instructions in the Data: Destination Setup guide.
Best practices
Use clear, descriptive destination names like "High Intent: Google Retargeting".
Match on multiple identifiers, such as email and phone, for better match accuracy.
Set shorter sync intervals for fast-moving campaigns.
Monitor sync logs to verify successful delivery.
Create separate destinations by funnel stage or persona for better targeting.
FAQs
What does this destination do?
What does this destination do?
This destination syncs a Sona Audience to a Google Custom Audience so your Google Ads audience records automatically update based on your Sona data, helping you build more targeted advertising campaigns without manual list exports.
When should I enable real-time processing?
When should I enable real-time processing?
Enable real-time processing, found under Field(s) Mapping, when you need immediate data updates rather than waiting for the scheduled sync frequency. It is ideal for time-sensitive workflows and immediate lead follow-up, since it overrides the regular sync schedule.
What should I use for Record Matching?
What should I use for Record Matching?
Use reliable identifiers like email and phone to improve match rates. Matching on multiple identifiers together, rather than just one, generally produces better match accuracy with Google Custom Audiences.