# Read Google Ads audience performance

> Tier: recipe. Operating recipe: real tool sequence, core rules, known traps.

Audience segment performance via GAQL: observation and targeting modes kept distinct.

**Intent.** Which audience segments earn across campaigns.

## When to use

- Before audience bid adjustments.
- Remarketing reviews.

## When not to use

- No specific contraindication beyond the preconditions below.

## Sources

Required: Google Ads

## Preconditions

- The account is ticked in the dashboard, confirmed via list_accounts.

## Inputs

- `window`: Analysis window. Default: last 30 days.

## Procedure

1. Query audience segment performance. — tools: `google_ads_run_gaql`
2. Separate observation from targeting before ranking.

## Decision rules

- **When** An observed segment outperforms broadly → **conclude** Bid adjustment candidate, sized by its share.

## Evidence requirements

- Every figure carries its account, metric and window.
- Anything below a readable sample size is reported as unjudged, not as zero.

## Human approval boundary

- The readout changes nothing. Any change it motivates goes through Safe Writes: preview, human confirmation, then apply.

## Failure modes

- Observation segments overlap: shares sum past 100% by construction.

## Output

- **Readout**: The figures, with windows and accounts named.
- **Flags**: What deserves a deeper skill or a human decision.