> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/integrations/google-ads/build-winback-campaigns-in-googleads.md). # Building winback campaigns in Google Ads How to build winback campaigns in Google Ads Most visitors leave your store without buying. This page shows you how to share GA4 audiences with Google Ads so you can win those visitors back, with example audiences and ad ideas. Littledata collects your store's browsing, checkout and purchase data and sends it to GA4. You then use that data in GA4 to build retargeting audiences for Google Ads. {% embed url="" %} ### Share GA4 audiences with Google Ads {% stepper %} {% step %} ### Track your store in GA4 with Littledata Make sure Littledata sends your store's events to GA4. See [How it works: Shopify to GA4](https://help.littledata.io/integrations/shopify-to-google-analytics/how-it-works-shopify-to-ga4). {% endstep %} {% step %} ### Turn on Google signals In GA4, go to **Admin** → **Data collection and modification** → **Data collection**. Turn on **Google signals data collection**.
{% endstep %} {% step %} ### Link Google Ads to GA4 In GA4, go to **Admin** → **Product links** → **Google Ads links**. Select **Link** and follow the prompts. ![gads-ga4-link](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-f4337aa21e0040b32451771949bc179b41cf470d%2Fga4-link-g-ads.png?alt=media) {% endstep %} {% step %} ### Find your audiences in Google Ads In Google Ads, go to **Tools** → **Shared library** → **Audience manager**. GA4 audiences appear here after they begin collecting users. {% endstep %} {% endstepper %} ### Example audiences Here are some audiences that match common situations. The letters are used in the creative ideas below. * **A.** Visitors who keep viewing products but never buy (purchase count = 0) * **B.** Visitors from a high-traffic, top-of-funnel channel that doesn't convert * **C.** Visitors who added a product to cart but never started checkout * **D.** Customers who bought once and didn't come back * **E.** Customers who spent more than a set amount * **F.** Visitors who dropped off your own funnel (for example after a quiz or survey) * **G.** Visitors who first came during a set time range (for example a Black Friday sale) ### Build audiences in GA4 The [video above](https://youtu.be/eZTke88eMqA) shows how to create winback audiences in GA4 for Google Ads remarketing. ### Creative ideas for each audience | Creative idea | Best for audiences | What to show | | -------------------------- | ------------------ | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Highlight product benefits | A, C, E | How the product solves a problem or meets a need. Use how-to guides, demo videos or detailed specs. | | Customer testimonials | D, E | Reviews and real customer stories that build trust. | | Limited-time offers | E, F | Discounts or promotions with a clear end date. | | Address pricing concerns | A, F | The features, quality or uniqueness that justify the price. | | Free trials or samples | B, D | Trials, samples or previews that lower the risk of buying. Trials also help you [acquire new customers](https://help.littledata.io/integrations/google-ads/new-and-returning-customer-purchase-in-google-ads). | | Highlight return policies | B, C | Easy returns and satisfaction guarantees. | | Interactive content | G | Quizzes or interactive product tours. | ### General creative ideas These ad types work well in most retargeting campaigns: * **Awards or recognition.** Show awards, certifications or industry recognition to build credibility. * **Compare and contrast.** Compare your product with competitors and show what makes it stand out. * **FAQs in ads.** Answer common questions right in the ad. {% hint style="success" %} Personalize your message for each audience, and test different messages and creatives. Check your campaign results regularly and keep what works. {% endhint %} ### Related articles * [How it works: Shopify to Google Ads](https://help.littledata.io/integrations/google-ads/google-ads-how-it-works) * [New and returning customer purchase event in Google Ads](https://help.littledata.io/integrations/google-ads/new-and-returning-customer-purchase-in-google-ads) * [How better attribution increases your Google Ads revenue](https://help.littledata.io/integrations/google-ads/google-ads-roas)