Snowflake to Google Ads
Build Google Ads audiences from Snowflake customer history through Amperity, using Secure Data Sharing inbound, identity resolution in Amperity, and the beta Google Customer Match (GDM) connector with Google Data Manager API outbound.
Customer Match docsSnowflake Bridge docs
How to send Snowflake data to Google Ads
Share selected Snowflake data. Configure secure views and an inbound Amperity Bridge using Snowflake Secure Data Sharing.
Prepare an eligible audience. Resolve identity in Amperity, filter out customers who denied ad personalization or ad user data, and return the configured match column.
Send to Google Ads. Use the beta Google Customer Match (GDM) destination, then verify audience counts in Google before configuring targeting.
Prepare Google Customer Match audiences from Snowflake history
Build repeat-buyer user lists from available purchases.
Prepare existing-customer user lists for exclusion in Google Ads.
Refresh Customer Match membership as audience eligibility changes.
Supply category-buyer audiences using one configured identifier.
What the Snowflake to Google Ads connection supports
Audience or field | Mapping and behavior | Documentation |
|---|---|---|
Owned user list | Update only an audience created by this connector; shared-in audiences are unsupported. | |
Match column | Return email, phone, or mobile-id exactly as configured; keep that choice fixed. | |
Identifier handling | Email and phone are SHA-256 hashed; mobile advertising IDs are sent unhashed. | |
Membership changes | Send incremental additions and removals; unchanged members remain in place. | |
Consent boundary | Per-member consent is not sent. Exclude denied ad personalization or ad user data before delivery. |
Use customer history to guide Google Ads audience selection
Reach repeat buyers with relevant offers
Use available purchase history to select repeat buyers in Amperity. Deliver their chosen identifiers to a Customer Match list, then let the media team decide how to use the audience in Google Ads. Confirm eligibility and audience availability before advertising.
Keep existing buyers separate from acquisition
Prepare an existing-customer list using Snowflake history available in Amperity. Configure its use as an exclusion in the relevant Google Ads campaign settings. Review the resulting member count after updates; successful delivery does not itself apply an advertising exclusion.
Set up the Snowflake to Google Ads workflow
Create a Snowflake share with secure views and the correct Amperity account locator for your stack and region. Check supported types before syncing the inbound connection. Follow the Snowflake Bridge setup.
Confirm beta access, connect a Google login that directly administers the Customer ID, and select Google Ads as the customer product. Manager-account access is unsupported; validate the match column and a sandbox sample. Follow the Google Customer Match (GDM) setup.