How do I stop my Google or Meta ads showing to existing customers?

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Accepted Answer

Exclude them. Upload your customers as a customer list (a Meta Custom Audience or a Google Customer Match list), then set that list to Keep out on the campaign. Google and Meta then hide the ad from everyone on the list they can match. In Lead10 you choose Keep out on the Audience step of New Campaign, or add the list as an exclusion on a running ad set or campaign.

When to exclude a listExisting customers in ads with a new-customer offer or a first-visit discount.People who already bought the product the campaign promotes.Contacts you never want to advertise to, such as staff, partners and suppliers.Leads your team ruled out, such as enquiries marked as junk.How to do it in Lead10Create the list under Ad Campaigns → Audience Lists, from a CSV file or a segment of your CRM, and push it to Google, Meta or both.New campaign: on the Audience step of New Campaign, open Custom Audiences and set the list to Keep out. You can show the same campaign to another list at the same time.Meta ad set already running: choose Edit on the ad set, pick the list under Custom Audiences, choose Exclude and click Add Audience. Save, then choose Publish changes to send it to Meta.Google campaign already running: on the campaign's Audiences tab, click Connect Audience, pick the list and choose Exclusion.What to knowAn exclusion only covers the people a platform could match, typically between a third and two thirds of a list, so someone on your list can still see the ad now and then. If a person is on a list you show to and on a list you keep out, the exclusion wins. A list built from a CRM segment can refresh on a schedule, so new customers are excluded without another upload.For the full walkthrough with screenshots, read our guide to targeting or excluding your customer list, or see Ads Manager in Lead10.

When to exclude a list

How to do it in Lead10

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