Add or remove contacts in Google Ads customer lists

Managing your Google Ads customer list includes adding new contacts and removing outdated ones. This guide will show you how to carry out these tasks to effectively manage your customer lists.

Prerequisites

• You must have access to a Google Ads Account that meets the requirements to access Customer Match.
• Zapier must be added as an approved data partner in your Google Ads account.

Add a contact to customer list

1. Select the app and event you want to use as the trigger. This will be the data you send to Google Ads to adjust your customer list.
2. Select the Google Ads app as the action app.
3. In the Event dropdown menu, select Add Contact to Customer List.  
4. Click Continue.
5. Log in and select your Google account associated with your Google Ads account.
6. In the Use Google Ads as dropdown menu, select the Google Ads Account you wish to import conversion events into.
7. (Optional) Use the Managed Account dropdown menu, if you want to send all requests to the Manager account. 
8. In the Customer List dropdown menu, select the list to add your contact to.
9. In the Customer Identifier dropdown menu, select how to identify your customer:
   
   • Email
   • Phone number
   • First name, last name, country, and zip code
   • Multiple Identifiers (for advanced users)

10. When adding a contact, you can only set one of the following identifier combinations:

    • Email
    OR
    • Phone number
    OR
    • First name, last name, country, and zip code.
    When using the Multiple Identifiers option, you must pass on the values for only one identifier combination. For cases where you expect to receive more than one type of identifier, use a filter or path before your Add Contact to Customer List action.
11. Add your input values from your trigger step to the field you've selected as your Customer Identifier.
12. Click Continue.
13. Click Test Step.

Note

It takes 6-12 hours before the customer is populated in your customer list.

Remove a contact from customer list

1. Select the app and event you want to use as the trigger. This will be the data you send to Google Ads to adjust your customer list.
2. Select the Google Ads app as the action app.
3. In the Event dropdown menu, select Add Contact to Customer List.  
4. Click Continue.
5. Log in and select your Google account associated with your Google Ads account.
6. In the Use Google Ads as dropdown menu, select the Google Ads Account you wish to import conversion events into.
7. (Optional) Use the Managed Account dropdown menu, if you want to send all requests to the Manager account. 
8. In the Customer List dropdown menu, select the list to remove your contact from.
9. In the Customer Identifier dropdown menu, select how to identify your customer:
   
   • Email
   • Phone number
   • First name, last name, country, and zip code
   • Multiple Identifiers (for advanced users)

10. When removing a contact, you can only set one of the following identifier combinations:

    • Email
    OR
    • Phone number
    OR
    • First name, last name, country, and zip code.
    When using the Multiple Identifiers option, you must pass on the values for only one identifier combination. For cases where you expect to receive more than one type of identifier, use a filter or path before your Add Contact to Customer List action.
11. Next, you'll need to input values for the fields that show up from info from the app you selected as your trigger in step one.
12. Click Continue.
13. Select Test & Continue.