RLSA lets you adjust bids and ads for users who have already visited your website.
This targeting layer turns your search campaigns into precision tools.
What RLSA Does
Standard search: Ads show based on keyword match only.
RLSA layer: Additionally filters by whether the user has visited your site (or specific pages).
This means you can:
- Bid higher for past visitors searching your keywords (they already know you)
- Show different ad copy to people who abandoned a cart vs. new users
- Target keywords you would never bid on normally -- but only for your existing audience
RLSA Bid Adjustment Strategy
Visitors in last 30 days searching your keywords: +30-50% bid adjustment.
They searched before. They know your brand. Conversion probability is significantly higher.
Cart abandoners searching your keywords: +50-80% bid adjustment.
Highest intent segment. They were one step from converting.
Past converters searching your keywords: Depends on your product.
For SaaS: Exclude them (reduce wasted spend). For consumables: Include with bid boost.
Setting Up RLSA
- Create remarketing audiences in Google Ads (or import from Google Analytics 4)
- Let audiences accumulate: Search RLSA requires 1,000+ users on the list
- Apply audience to existing search campaigns as "Bid adjustment" (not "Target and bid")
- "Bid adjustment" = you still reach all searchers, just bid differently for your list members
- "Target and bid" = you ONLY reach searchers who are on your list (narrows volume significantly)
Combining RLSA with Customer Match
Upload your email list as Customer Match. Apply to search campaigns.
Result: Different bids/ads for existing customers vs. unknown searchers.
Works without cookies -- based on signed-in Google accounts.
RLSA, remarketing, and Google Ads audience targeting strategy: yositeup.com
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