Remarketing Lists for Search Ads (RLSA): A Complete Guide

When it comes to squeezing every bit of performance out of your Google Ads campaigns, Remarketing Lists for Search Ads (RLSAs) are a powerful yet often underused tactic.

They let you adjust your search ads and bids based on users’ past interactions with your website.

In this guide, we’ll break it all down for you—minus the confusing jargon—and show you how to make RLSAs work for your business.

What are Remarketing Lists for Search Ads (RLSAs)?

RLSAs let you customize your search ads for people who have already visited your website. Think of it like giving a second nudge to someone who was window-shopping but didn’t buy.

It’s Google Ads’ way of saying, “Hey, they already know you—let’s say something more relevant this time.”

Instead of showing the same generic ad to everyone, RLSAs let you:

• Adjust bids for returning visitors
• Create tailored ad copy
• Show ads only to previous site visitors

How Are RLSA Audiences Created?

Creating RLSA audiences is pretty straightforward. You just need to have a Google Ads account linked to Google Analytics or use the Google Ads remarketing tag on your site. Here’s a quick rundown:

1. Tag your website – Install the remarketing tag across your website or use Google Analytics for audience creation.
2. Create audiences – Define which users you want to remarket to. For example:
   • Visited product pages but didn’t convert
   • Abandoned the checkout process
   • Spent over X minutes on the site
3. Apply audiences to campaigns – Once your audience is large enough (minimum 1,000 users for Search), you can apply them to your search campaigns.

Pro Tip: Combine RLSAs with Google responsive search ads to test different messages for returning visitors.

Benefits of Using RLSAs

RLSAs can significantly enhance the effectiveness of your search campaigns. Here’s how:

• Higher conversion rates: You’re targeting people who already know your brand.
• Smarter bidding: Increase bids for users more likely to convert.
• Tailored messaging: Customize ad copy based on user behavior.
• Lower cost-per-conversion: More efficient ad spend by focusing on warm leads.
• Better campaign control: Use targeting layers to refine who sees your ads.

It’s like running a campaign with a built-in filter that prioritizes quality over quantity.

5 Best Tips to Use RLSAs Effectively in Your Campaign

1. Segment your audiences

Not all visitors are equal. One-size-fits-all bidding won’t cut it. For example, someone who visited your pricing page deserves a different message and bid than someone who only checked out your homepage.

Create audience segments based on behavior—like time spent on site, pages visited, or funnel stage—and assign each segment a strategy. This allows you to fine-tune your bidding and ad copy to match user intent more precisely.

2. Use broad keywords—strategically

Broad match keywords often result in wasted spend due to low relevance. But with RLSAs, you’re applying them to a filtered group of people who already know your brand.

This lets you safely use broader keywords that you’d otherwise avoid. You might capture high-volume traffic that still aligns with past visitors’ interests, giving you new opportunities to convert them with refined messaging.

3.Test custom ad messages

Generic ad copy won’t be as effective for people who have already visited your site. Use what you know about their behavior to customize your messaging.

If they visited a specific product page, mention that product again. If they abandoned their cart, remind them of what they left behind and add a compelling offer like free shipping or a discount.

4. Leverage cross-sell and upsell opportunities

RLSAs are not just for non-converters. You can also use them to target past customers and encourage repeat purchases.

Show ads that promote complementary products or upgrades based on what they previously bought. For example, if someone purchased a camera, show them ads for lenses, bags, or photography courses. This strategy helps maximize customer lifetime value and boosts ROI.

5. Track and tweak performance consistently

RLSAs give you rich data—don’t let it go to waste. Monitor performance metrics like CTR, impressions, conversion rate, and cost-per-conversion.

Use A/B testing to find the best-performing combinations of keywords, bids, and ad copy. Keep refining your audience definitions and strategies to align with what’s working.

Conclusion

Remarketing Lists for Search Ads are a game-changer for marketers who want to get smarter with their ad spend. By focusing on people who’ve already shown interest in your business, you’re not just shouting into the void—you’re having a conversation with a warmer lead.

If you’re ready to make the most of your Google Ads campaigns, our Google Ads Consultants is here to help. Whether you’re new to RLSAs or looking to refine your current strategy, our Google Ads consultants from Sydney have the know-how to elevate your results.

Let’s turn past visitors into future customers—together.