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
Prerequisites
You must have a Google Ads Connector already established
Access to Sona Audiences data
Admin permissions for your Google Ads account
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Connect Google Ads to Sona
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
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
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 for this destination (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 Destination Setup guide.
Best Practices (optional)
Best Practices (optional)
Use clear, descriptive destination names like "High Intent - Google Retargeting"
Match on multiple identifiers (email + 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