Question 1

What can be synced into Google Ads?

Accepted Answer

Customer Match user lists and conversions, including a test conversions target for validating a setup before it affects bidding. Audiences match on email, phone, mobile advertising identifier, or a third party user identifier, and on an address built from first name, last name, country code and postal code. Conversions additionally accept click and session identifiers such as gclid, gbraid and wbraid alongside the personal identifiers.

Question 2

Can the audience track my query exactly?

Accepted Answer

That is what mirror mode does. Add and remove give explicit control, while mirror makes the list match the source query, so someone dropping out of the segment is removed rather than lingering. One caveat worth confirming: mirror is not available when the newer Data Manager API is enabled on the connection, so check which API path your connection uses if exact parity matters to you.

Question 3

How should the audience model be shaped?

Accepted Answer

One row per person, with the identifiers you intend to map as scalar columns. Since Databricks exposes STRUCT, ARRAY and MAP, any nested values holding contact details are worth resolving in the model SQL first so each identifier has its own column. Supplying more identifiers generally improves match rate, so it is usually worth pulling through email, phone and address components where you hold them rather than mapping only one.

Question 4

How soon can an audience be used?

Accepted Answer

Not immediately, which catches people out. Google's own processing of a user list can take up to 48 hours, and the execution stays in a processing state during that window rather than reporting completion. That is platform side rather than something the sync controls. Minimum usable audience sizes and match rates also vary by account and placement, so validate against your own account rather than assuming a fixed threshold.

Question 5

How do I connect Databricks to Google Ads?

Accepted Answer

Connect Databricks with a SQL warehouse hostname and a token, or an OAuth service principal, and connect Google Ads with OAuth, then select the accounts you want to sync. Build a model returning the identifiers for your segment, choose a Customer Match list or a conversions target, and pick whether the sync adds, removes or mirrors. Send plain email addresses and phone numbers, since hashing is handled for you.

Connect Databricks with Google Ads

Connect Databricks and Google Ads with Polytomic

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Connect Google Ads in Polytomic

Create a sync between Databricks and Google Ads

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