Google Ads Affinity Segments: Your Guide to Interest-Based Targeting

Marketing today isn’t just about being seen—it’s about being seen by the right people, at the right time, in the right context. While some campaigns chase the quick win by targeting people with high intent, others are designed to build a deeper, longer-lasting connection. That’s where Google Ads affinity segments come in.

If you’re exploring broader ways to engage potential customers who share certain lifestyles or values—even before they show clear purchase intent—affinity segments might just be the lever you need. Let’s explore what they are, how they’re categorized, and where and when to use them effectively.

What are Affinity Segments in Google Ads?

At their core, affinity segments are Google’s way of grouping people based on their ongoing interests, behaviors, and habits. Built from Google’s vast pool of first-party data—like browsing patterns, app activity, YouTube behavior, and more—these segments allow advertisers to reach individuals whose long-term interests align with a brand’s message.

Unlike in-market segments, which focus on users actively researching or planning a purchase, affinity audience Google Ads targeting aims to spark awareness among people who are likely to care—even if they’re not currently searching. Think of it as building a bridge to future customers by speaking to who they are, not just what they’re doing right now.

What Affinity Segment Categories Exist in Google Ads?

Google offers approximately 150 pre-defined affinity segments, neatly organized into broad topical categories that reflect common human interests and behaviors. These Google Ads audience categories include:

• Banking & Finance
• Beauty & Wellness
• Food & Dining
• Home & Garden
• Lifestyle & Hobbies
• Media & Entertainment
• News & Politics
• Shoppers
• Sports & Fitness
• Technology
• Travel
• Vehicles & Transportation

Within each category, the segments become more specific. For instance, under “Banking & Finance,” advertisers can target “Avid Investors” or people who frequently use online banking platforms. This level of detail makes affinity segments flexible and adaptable across industries and campaign goals.

Where Can You Use Affinity Segments in Google Ads?

One of the advantages of affinity segments is their broad applicability. These audiences can be integrated into multiple Google Ads campaign types, including:

• Display campaigns
• Video campaigns
• Search and Shopping (though with caveats, explained below)
• Demand Gen campaigns
• Performance Max (as part of audience signals)
• App campaigns
• Combined Segments (for layering multiple audience traits)

While it may seem tempting to use them everywhere, placement strategy matters. The value of affinity targeting in Display and Video campaigns lies in scale and storytelling. These formats are built to inspire curiosity—not necessarily to convert on the spot.

When Should You Use Affinity Segments in Google Ads?

The distinction between affinity segments vs in-market segments is subtle but critical. Affinity segments are best suited for brand awareness and upper-funnel efforts. They work well when you’re trying to introduce your brand to people who are likely to care, even if they’re not actively searching for your product right now.

Take, for example, a brand that sells vegan, organic dog food:

• With in-market segments, you could target users actively researching pet food.
• Using custom segments, you could reach people who’ve searched for “vegan dog food” recently.

But with affinity segments, you reach those who are passionate about dogs, health-conscious lifestyles, sustainability, or organic food—people who might love your product but aren’t yet looking for it.

This makes affinity segments a powerful tool for interest-based targeting in Google Ads, particularly when you’re aiming to nurture potential buyers through storytelling, content, or brand association.

Conclusion

In a landscape where advertisers often chase immediate clicks, affinity segments offer a more patient and strategic path—one that builds awareness and loyalty over time. While they may not deliver instant conversions, they pave the way for meaningful engagement by targeting users who share your brand’s values and worldview.

By understanding how to apply Google Ads affinity segments across the right campaign types—and distinguishing them from more intent-driven audiences—you equip your brand with a broader, more nuanced way to reach people who truly resonate with your message.

Whether you’re in e-commerce, SaaS, media, or services, interest-based targeting in Google Ads deserves a spot in your audience strategy toolkit.