Anish, an advertiser who works at an online marketing firm, has been tasked to develop an audience strategy to reach new customers with a high intent to purchase their products. Which consideration audience should Anish choose for a Google Display ad campaign to meet his objective?

In-market segments are designed to reach people who are actively researching products or services and showing recent purchase intent. That makes them the strongest fit for a consideration audience strategy focused on new customers who are more likely to convert. In Google Ads, this audience type is specifically positioned between broad interest targeting and first-party re-engagement because it reflects current buying signals. For a Google Display campaign aimed at high-intent acquisition, this is the most direct audience match