Using Remarketing Lists for Search Ads (RLSA)
Have you ever noticed that some ads seem to follow you after you visit a website? That is remarketing in action — and in Google Ads, Remarketing Lists for Search Ads (RLSA) takes that idea to a whole new level. RLSA allows you to customize your search campaigns based on whether users have already interacted with your business. Instead of treating all searches equally, you can show different ads, adjust bids, or even exclude users who have already converted. In 2026, RLSA has become an essential part of any data-driven advertising strategy. It combines the intent-based power of search with the precision targeting of remarketing, giving advertisers a smarter, more cost-effective way to win back potential customers. This guide explains how RLSA works, how to set it up, and how to use it to improve conversion rates, lower costs, and make your campaigns far more profitable.
What Is RLSA
Remarketing Lists for Search Ads (RLSA) is a feature in Google Ads that lets you target people who have previously visited your website when they perform new searches on Google. For example, imagine someone visits your site to learn about “Google Ads Management” but doesn’t contact you. A week later, they search “hire Google Ads agency.” With RLSA, you can show them a tailored ad reminding them of your services and encouraging them to take action. RLSA combines audience behavior with keyword targeting. You are not just advertising based on what someone is searching for, but also on what they have already done on your website. According to Think with Google, advertisers who use RLSA effectively often see conversion rates increase by over 30 percent compared to regular search campaigns.
How RLSA Works
RLSA uses your website visitor data from Google Ads or Google Analytics 4. When a user visits your site, a cookie is placed in their browser, adding them to a specific audience list. Later, when that same user performs a Google search related to your keywords, you can:
Adjust your bids higher or lower for that user
Show a different ad with a more relevant message
Exclude them entirely if they have already converted
This flexibility allows you to spend more strategically — investing more in users who are already familiar with your brand and more likely to convert.
Why RLSA Is So Effective
Search intent is already powerful, but when combined with remarketing data, it becomes one of the most precise targeting methods available. Here is why RLSA is so effective:
Higher Conversion Potential
Users who have already visited your site are more familiar with your brand and more likely to convert.Improved ROI
By focusing your spend on warm leads, you reduce wasted clicks from people who are just browsing.Personalized Messaging
You can show different ads to past visitors, tailoring your message to their stage in the buyer’s journey.Stronger Bidding Strategy
Bid more aggressively on returning users who show strong purchase intent and less on new visitors.Better Control Over Budget
Instead of targeting everyone equally, you can allocate budget where it delivers the highest return.
Setting Up RLSA in Google Ads
Setting up Remarketing Lists for Search Ads involves three key steps.
Step 1: Create a Remarketing List
You can create audience lists in either Google Ads or Google Analytics 4.
In Google Ads, go to Tools & Settings → Audience Manager → Segments.
Click the blue plus sign and choose “Website visitors.”
Define your list based on page visits, duration, or specific actions (for example, people who visited the pricing page but did not convert).
Set a membership duration — typically 30 to 90 days depending on your sales cycle.
Step 2: Apply the List to a Search Campaign
Once your audience list starts populating, apply it to your existing search campaigns.
Go to your campaign or ad group settings.
Under Audiences, click “Edit audience segments.”
Choose the remarketing list you created.
Decide if you want “Targeting” (only show ads to users in that list) or “Observation” (see data without limiting reach).
Step 3: Adjust Bids and Ads
After your list is active, you can adjust bids and ad copy based on audience performance. For example, increase bids by 25 percent for returning users or show them a custom ad highlighting a limited-time offer.
RLSA Targeting Strategies That Work
RLSA opens the door to dozens of creative strategies. Here are some of the most effective ones we use at Cristanta Digital Marketing.
1. Target Past Visitors Who Didn’t Convert
This is the most common and powerful RLSA strategy. Show ads specifically to users who visited your website but didn’t take action. You can increase bids for these users or offer a stronger incentive, such as a free consultation or discount.
2. Cross-Sell to Existing Customers
If someone already purchased a product or service, target them with complementary offers. For example, a business that bought web design services might now need Google Ads management.
3. Target Abandoned Leads
If users visited your contact page or filled out part of a form but never submitted, create a specific remarketing list for those users. Show them an ad encouraging them to finish signing up.
4. Exclude Past Converters
You don’t want to waste budget showing ads to people who have already converted. By excluding them, you focus on new opportunities.
5. Combine with Long-Tail Keywords
Pair RLSA with high-intent, long-tail keywords like “best Google Ads agency near me.” Returning visitors searching with those phrases are often ready to buy.
Example Scenario
Imagine you run a marketing agency. A visitor lands on your page about “Paid Advertising Services” but leaves without booking a consultation. A week later, they search for “Google Ads management company Toronto.” With RLSA, your ad can appear again with a message like “Still Need Google Ads Help? Let’s Review Your Campaign for Free.” This personalized approach captures attention and builds familiarity, making conversion much more likely. You can learn more about creating high-performing campaigns like this in our guide How to Build a High Converting Landing Page for Ads, which explains how to turn returning traffic into paying customers.
Best Practices for RLSA Success
Start with Broad Campaigns
Use Observation mode initially to gather data and see how your remarketing audiences perform compared to general traffic.Segment Your Lists
Create multiple lists based on behavior — such as all visitors, checkout abandoners, and past customers.Adjust Bids Strategically
Bid more for users who visited key pages like pricing or services, and less for those who only viewed your blog.Write Custom Ads
Tailor your ad copy to each audience. For example, “Still comparing agencies? Let’s discuss your campaign goals today.”Align Landing Pages with Intent
Send returning visitors to more direct conversion-focused pages, not general content.Use a Reasonable List Duration
Avoid overly long membership periods that include users who may no longer be interested.Test and Refine Regularly
Run A/B tests on messaging, bid adjustments, and offers. Continuous testing leads to steady improvement.
Measuring RLSA Performance
Track these key metrics to evaluate success:
Conversion rate
Cost per acquisition (CPA)
Click-through rate (CTR)
Impression share
Return on ad spend (ROAS)
Compare results from RLSA segments to your standard campaigns. In most cases, you will see significantly higher conversion rates and lower CPAs from remarketing audiences. To gain even deeper insight, integrate your RLSA performance data with Google Analytics 4. GA4 provides multi-touch attribution and event tracking to show how remarketing users interact with your site before converting. If you need help setting up this integration, refer to our article How to Use Google Analytics 4 with Ads for Better Insights, which walks through the complete setup process.
Common Mistakes to Avoid
Even experienced advertisers make mistakes when running RLSA campaigns. Avoid these pitfalls to ensure the best results:
Using too small an audience list (Google requires at least 1,000 active users to run RLSA).
Failing to exclude past converters, which wastes budget.
Overlapping audiences that create bidding conflicts.
Using identical ads for new and returning users instead of tailoring your message.
Ignoring mobile users, who often return to complete purchases later.
A well-structured campaign that avoids these errors can deliver steady improvement month after month.
Why RLSA Works for Small Businesses
RLSA is especially effective for small businesses with limited budgets. Instead of spending money on cold traffic, you can focus on people who already know your brand. This creates a more efficient use of ad spend and often produces faster results. For local businesses, combining RLSA with geo-targeting and call extensions can increase both online and offline conversions. At Cristanta Digital Marketing, we include remarketing setup and management in our paid advertising services because it’s one of the easiest ways to maximize ROI. Learn more about this on our Paid Advertising Services page.
The Future of RLSA in 2026
With the rise of automation and privacy updates, RLSA is evolving. Google’s systems are becoming smarter at predicting user behavior even with limited cookie data. AI-driven remarketing will soon rely more on aggregated insights, focusing on intent signals rather than personal identifiers. Advertisers who combine strong first-party data with RLSA strategies will remain ahead of competitors as these changes take effect.Remarketing Lists for Search Ads bridge the gap between awareness and conversion. By targeting users who already know your business, you can create more relevant ads, spend more efficiently, and generate higher-quality leads. In 2026, success in Google Ads isn’t just about reaching new audiences — it’s about reconnecting with the right ones. If you want to use remarketing strategies that drive measurable growth, Cristanta Digital Marketing can help set up and manage your RLSA campaigns for maximum impact.