In-Market Audience
01 Definition
In-Market Audience meaning: A Google audience of users whose recent activity signals they are actively researching or ready to buy.
In-market audiences are a Google Ads targeting option that groups users whose recent searches and browsing suggest active shopping in a category, such as travel or auto. Google builds and labels these segments from its own signals. Advertisers cannot see individual data, and inclusion is based on Google's inferred intent.
Also called
Why it matters
How In-Market Audience fits the work
In-market audiences let advertisers focus on people who appear close to a purchase, which is useful for campaigns aimed at conversions rather than awareness.
In context
A dealership targets Google's in-market audience for full-size SUVs to reach people actively comparing vehicles in that segment.
Practical note
Google defines and updates these segments, so intent is inferred, not guaranteed. Availability of categories varies, and someone may exit the market before your ad reaches them.