Audience Targeting and Retargeting in Ads
Ads now supports building custom audiences from CRM segments and website visitors for targeting and retargeting, instead of relying only on ad-platform-native targeting.
Every campaign in Ads has been able to use the targeting options native to whatever platform it runs on, which works but leaves out the audiences a workspace actually already knows about — its own CRM contacts, its own website visitors — since those never had a path into an ad platform's targeting tools. Today's release adds custom audiences built directly from data already in Piskes AI Studio.
How it works
A new audience builder lets you define a custom audience from a CRM segment — contacts matching specific fields, deal stage, or lead score, now that lead scoring is live — or from website visitor behavior tracked through Website Builder, like anyone who visited a specific product page without converting. Audiences sync to connected ad platforms as a matched or lookalike audience depending on what each platform supports, refreshed on a regular schedule so an audience built from an active CRM segment stays current rather than being a one-time export. A campaign can target a custom audience directly, or exclude one — useful for suppressing ads to people who already converted, tracked through the CRM contact record itself.
Where this is useful
This is aimed at the targeting most businesses actually want and previously couldn't do from inside Ads: retargeting website visitors who didn't convert, running a campaign specifically at high lead-score CRM contacts who haven't yet closed, or suppressing ad spend on people already in an active deal. It closes the loop between the rest of the platform's data and an ad platform's targeting, rather than leaving them as two disconnected systems.
What's included
CRM segment audiences, website visitor audiences, scheduled refresh, and exclusion targeting are live today, alongside the AI-generated ad copy and performance dashboard shipped earlier this cycle. Lookalike audience generation from a high-performing existing audience is planned for a follow-up release, dependent on each ad platform's own lookalike capabilities.
Audience targeting is available now on Ads plans that include CRM and Website Builder integration.