xiry.

Marketing & Sales · Tip

Competitor Custom Segment & Login Page Targeting

Target active competitor customers using Google Ads custom URL segments

From the Xiry library · Updated 3 October 2026

A Google Ads tactic that builds custom audience segments based on competitor domains. Adding specific customer login URLs targets verified active users rather than casual website visitors.

How it works

  1. In Google Ads, navigate to Tools & Settings > Shared Library > Audience Manager.
  2. Go to 'Custom segments' and click the plus (+) button to create a new custom segment.
  3. Under 'Expand segment by also including', select 'People who browse types of websites' (or 'People who browse websites similar to').
  4. Paste in your competitors' website URLs.
  5. Extra tip: Add the competitor's customer login/sign-in page URLs (e.g., app.competitor.com/login) to specifically target verified active customers who log in frequently.
  6. Use this custom audience segment in your campaigns.

What it's for

  • Target active customers of direct competitors with conquesting campaigns
  • Show YouTube or Display ads to high-intent users researching competing tools
  • Promote switching incentives or comparison offers to an engaged audience

Key points

  • Navigate to Audience Manager under Shared Library in Google Ads
  • Create a new custom audience segment
  • Select 'People who browse types of websites'
  • Add competitor root domains and landing pages
  • Include competitor sign-in and app login URLs (e.g., app.competitor.com/login)
  • Apply the audience segment across YouTube, Display, or Demand Gen campaigns

Pricing

Free built-in Google Ads feature; standard ad spend applies

Details

Type
Tip
Category
Marketing & Sales
Topic
Paid Advertising
Open source
No
Platforms
Web
For
Digital marketers and media buyers
Alternative to
Competitor search keyword bidding
Tags
google ads, ppc, ad targeting, competitor analysis, marketing tips

Why it was saved

  • @beardpreneur, 8 June 2024: Targets high-intent prospects and verified active customers of competitors using Display, Demand Gen, or YouTube campaigns.

Related

Updated