Full transcript & breakdown
What each audience actually is
RLSA targets people who visited your site and later search on Google. Customer Match targets a hashed list of known contacts. One is behavioural and fresh; the other is declarative and as good as your CRM hygiene.
The 90-day comparison
Across 90 days, RLSA delivered lower cost per acquisition but capped out on volume. Customer Match scaled further at a higher CPA, and performed best when segmented by lifecycle stage rather than uploaded as one flat list.
How to run both
Use RLSA for efficiency and Customer Match for reach, with separate bid strategies so the cheaper audience is not throttled by the expensive one. Refresh Customer Match lists monthly.
