Short answer
Audience bid adjustments raise or lower your maximum bid with a multiplier from 0.1× to 10× when a viewer belongs to a selected audience. If someone matches several, the highest multiplier applies. They change bidding only, not who can see the campaign, and need audiences of at least 25,000 matched users.
Where to set them
In the ad group, under Advanced settings > Audience bid adjustments.
Watch the budget floor
With daily budgets and fixed bidding, the campaign budget must be at least the highest effective bid including adjustments. A 10× multiplier on a $5 bid creates a $50 effective bid, so the daily budget can't go below $50.
Questions
Can we lower bids for existing customers?
Yes, with a multiplier below 1×, if the list has 25,000+ matched users. Otherwise exclude them.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
