Demographic Targeting Is Dying. Here's What's Replacing It
Audience & Targeting
🔍 Analysis
Vol.16New

Demographic Targeting Is Dying. Here's What's Replacing It

Demographic targeting is losing precision as Google's audience pool shifts to modeled data. Here's why intent signals now outperform identity — and how to build a first-party strategy that holds up.

3×
conversion lift: intent vs. demographic
2023
similar audiences deprecated
62%
of Google's audience pool now modeled
1st
party data — the only audience you own
MR
Michael Rodriguez
Senior PPC Strategist
Mar 10, 2025
8 min read
Audience & TargetingCustomer MatchFirst-Party DataPerformance AnalysisAccount StrategyGoogle Ads Updates
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MR
About the author
Michael Rodriguez
Senior PPC Strategist

Michael is a Senior PPC Strategist at Scaletrics with over a decade managing large-scale Google Ads accounts across e-commerce and B2B SaaS. He specialises in audience strategy, bid architecture, and the intersection of automation and human oversight.

Audience & TargetingCustomer MatchFirst-Party DataPerformance AnalysisAccount StrategyGoogle Ads Updates
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