Integrating Google Ads with Klaviyo is a powerful way to connect customer data, personalise ad campaigns, and retarget high-potential customers. 

This guide walks you through how to set up and leverage the integration. We also cover how to use Klaviyo’s segments to create ‘lookalike’ audiences & and retarget for greater ROAS.

Klaviyo x Google Ads: A Step-by-Step Guide to Seamless Integration

Benefits of Integrating Google Ads with Klaviyo

1. Retarget High Intent Customers With Google Ads

Description:
One of the major benefits of integrating Klaviyo with Google Ads is the ability to leverage Klaviyo's robust segmentation to create highly precise ad targeting. You can sync audience segments such as VIP customers, high-spenders, and cart abandoners to Google Ads, which allows you to serve targeted ads to your highest intent customers.

To maximise your retargeting effectiveness, check out 15 Actionable Strategies to Improve Click-Through Rate, which covers how to enhance engagement across both email and ads.

2. Retargeting Inactive Subscribers

Description:
Klaviyo segments allow you to re-engage inactive customers by syncing your ‘unengaged’ or ‘winback’ segments to Google. These are users who haven’t opened an email or made a purchase in a certain timeframe. You can serve ads offering exclusive discounts or new products to bring these subscribers back into your sales funnel.

For a deeper look at re-engagement strategies, explore Winback Flow: 6 Tips To Re-engage Lapsed Customers.

3. Creating Lookalike Audiences

Description:
Google Ads allows you to build lookalike audiences based on high-value customer segments from Klaviyo. These are your VIPs: customers who frequently engage with your brand or have made repeat purchases. Google Ads identifies common behaviours, demographics, and interests of these top segments to create a new audience of potential customers with similar traits. This optimises your ad spend by focusing on those most likely to convert (lowers CAC).

Qualification for Similar Segments: for Google Ads generate a similar audience, your Klaviyo list or Customer Match list must meet certain criteria, such as having at least 1,000 active users. Factors like the size and relevance of your original list, as well as the similarity of search behaviours, are used to determine eligibility for creating a similar segment. 

This helps you optimise your ad spend by focusing on those most likely to convert. If you’re looking to refine your segmentation, check out 3 Klaviyo Segmentation Strategies to Boost DTC Sales.

Step-by-Step Guide to Integrating Klaviyo with Google Ads

Step 1: Setting Up Prerequisites

Before integrating Google Ads with Klaviyo, ensure your Klaviyo account is fully set up and connected to your e-commerce platform. You can reference our detailed guide on getting started with Klaviyo for a step-by-step walkthrough.

Keep in mind these key points before integration:

• Direct Admin Access Required: Integration via manager or My Client Center (MCC) accounts isn’t supported. Ensure that you're a direct admin of the Google Ads account you wish to connect.

• Customer Match Eligibility: Klaviyo’s Google Ads integration only functions properly if your Google Ads account is eligible for Customer Match. For more information, review Google's Customer Match policy to confirm your account qualifies.

If you’re just starting, refer to Shopify x Klaviyo: The Ultimate Integration Guide to set up your store properly.

Step 2: Integrating Google Ads with Klaviyo

Instructions:

1. Log in to Klaviyo.

2. Go to your account settings in the lower-left corner, then select "Integrations."

3. Click "Add integration," then search for Google Ads.

4. Select Google Ads and click "Connect to Google."

5. Sign in to your Google account (ensure you have admin permissions).

6. Authorise Klaviyo to connect with your Google Ads account by clicking "Allow."

   
   

Source: Klaviyo 

Source: Klaviyo 

Step 3: Syncing Klaviyo Lists with Google Audiences

Instructions:

1. Choose a Klaviyo list or segment that you want to sync with Google Ads.

2. Navigate to Google Ads and select the audience you want to connect with this list.

3. If needed, create a new Google Audience by typing the name in the search box.

4. Ensure that profiles in your selected Klaviyo segment match with users in Google.

   
   

Source: Klaviyo 

Source: Klaviyo 

Source: Klaviyo 

Step 4: Managing and Monitoring Audience Syncs

Instructions:

1. In Klaviyo, go to "Lists & Segments" to monitor which segments are connected to Google Ads.

2. If needed, add or remove segments by clicking the three dots next to each list and adjusting integration settings.

3. It may take up to 48 hours for Google Ads to fully sync new audiences from Klaviyo.

   
   

Source: Klaviyo 

Source: Klaviyo 

Klaviyo Segment Use Cases

Retargeting Segments

Description:
Leverage Klaviyo’s segments to retarget specific groups of users who have engaged with your site but haven’t completed a purchase. For example, retargeting cart abandoners or inactive subscribers with tailored ads can encourage them to return and complete their purchases.

Lookalike Audiences

Description:
Use segments such as frequent buyers to create lookalike audiences in Google Ads. This allows you to reach potential customers who are similar to your most engaged and valuable customers.

Exclusion Audiences

Description:
Exclude certain segments, such as recent buyers or customers who’ve submitted negative feedback, from seeing ads. This prevents unnecessary ad spend and ensures you’re only targeting the most relevant audience.

How It Works:
Excluding segments from ads is similar to the process of targeting them. Once your Klaviyo segment is synced to Google Ads, you can select this segment in your ad settings and exclude it from specific campaigns or ad groups. This exclusion ensures that your ads don’t appear to audiences that are less likely to convert, such as customers who recently made a purchase.

For more advanced targeting techniques, explore our guide on Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.

Example Use Cases for Exclusions:

Troubleshooting Common Issues

Integrating Klaviyo with Google Ads can sometimes present challenges, such as permission errors or delays in audience syncs. This section highlights the two most common issues and provides quick solutions to ensure your integration runs smoothly.

For a checklist on email marketing best practices, which also apply to ad deliverability, check out Email Deliverability: Step-by-Step Checklist to Stay Out of Spam.

Conclusion

Integrating Klaviyo with Google Ads creates a powerful combination that allows you to leverage customer data for smarter targeting, retargeting, and audience segmentation. This seamless integration helps you retarget engaged users, create lookalike audiences, and exclude irrelevant segments, improving both your ad efficiency and return on investment (ROI). 

With Klaviyo’s rich data sets and Google Ads’ expansive reach, your e-commerce business can enjoy more personalised and effective campaigns, ultimately driving more conversions and growth.

Planning to integrate Klaviyo with Google Ads?

Take your targeting and retargeting efforts to the next level. For personalised support, click here to schedule a consultation with our team!