How should an advertiser set up a Display campaign in order to expand a company's customer base and reach customers with a high intent to purchase?

In current Google Ads terminology, custom audiences are managed as custom segments. These segments let advertisers define users by keywords, URLs, and apps that reflect relevant interests and purchase intent, which makes them useful for reaching new prospects in a Display consideration strategy. A higher target CPA gives Smart Bidding more flexibility to bid competitively for users with a stronger likelihood of converting. That combination supports customer-base expansion while still focusing on high-intent acquisition