• by Laurie Sullivan , Staff Writer, Yesterday

Google has finalized the minimum audience size to which advertisers can remarket, reducing the number to 100 active users across all networks and audience types.

The move aimed to make audience targeting more accessible — specifically for smaller companies that use the company’s products to advertise.

The full rollout of the 100-user minimum across all Google Ads networks and audience types became official in December 2025, although the rollout occurred in a phased transition that began earlier in the year. Updated documentation was published in December.

The change affects display, search, and YouTube -- and applies to all audience segment types, including re-market lists and Customer Match audiences.

The previous requirement stated 1,000 active users for Search campaigns, and varying minimums across different networks.

“This is huge,” Gabriele Benedetti, digital marketing expert, wrote on LinkedIn. “I think many practitioners lost faith in remarketing due to the lack of interesting lists able to really work, because of the needed size.”

This is a much-needed update for small businesses, Md Sallauddin, a digital marketing strategist specializing in ecommerce brands with Google Ads, wrote on LinkedIn in response to post written by Dario Zannoni, a web marketer.

Zannoni drew his own conclusion in a LinkedIn post last week after reading an updated Google document online that included more detailed information on how Google decided to finalize the retargeting segments. The document included advertising policies and troubleshooting tips.

The change significantly impacts advertisers by removing a high barrier to entry for remarketing on Google for smaller businesses and advertisers.

Advertisers with smaller lists of users can now target these segments, which would have been unavailable under the previous 1,000-user minimum.

“For those of us working on small and mid-size B2B accounts this is really good news,” Manuela Luzi, a web advertising manager, wrote in a LinkedIn blog post. “It feels like an extra reason to double-down on CRM and data quality: if thresholds go down, the risk is activating segments that are too narrow or too ‘noisy’ and blaming the channel instead of the data.”

Luzi wanted to know what the impact on performance might be and how often to update these lists.

It’s not clear how often the lists should be updated, but lowering the number of those in a target audience potentially alters the performance potential of "micro-targeting." Advertisers can reduce budgets by excluding small lists of existing customers from new-user acquisition campaigns that would not pay for clicks from people who are already loyal.

The update opens possibilities, but Nandini Kumari Shrivas, content team leader at W3era, a performance-focused search engine marketing (SEM) agency, wrote in a post that in some cases, “smaller audience lists may lead to slower delivery or limited reach.”