Likely buyers in Google Ads

Why use predictions for likely buyers?

To be able to know which of your leads and prospects are most likely to buy your product is to have the leg up on your competitors.

The most effective way to predict likelihood to buy is with machine learning. You can take people just like that lead or prospect you're looking at–similar hobbies, income, lifestyle, and more–and use their historical actions to predict whether or not your they'll take that leap and convert.

Faraday makes predicting likelihood to buy for both individuals and geographies intuitive & easy, and delivering it to any channel in your stack a breeze.

With likely buyer predictions in Google Ads, you'll give your team the ability to focus on only those people that are most likely to buy, meaning time is never wasted on bad fits.

Follow the steps below to get your likely buyers predictions into your Google Ads account.

In this guide, we'll show you how to:

  • Organize your customer data into cohorts
  • Describe predictive models for likely buyers with outcomes
  • Deploy likely buyers predictions to Google Ads using Pipelines

Getting started with likely buyers in Google Ads

Make sure you have a Faraday account (signup is free!) and that it's not in test mode.

Requirements for this likely buyers recipe

You'll need the following cohorts available in your Faraday account:

Screenshot of the cohorts listing that includes Customers

Building predictions for likely buyers in Google Ads

Now you'll create the prediction objective(s) necessary to complete this use case with Faraday.

Describe your likely buyers predictions with outcomes

Outcomes use machine learning to predict whether or not people will exhibit a certain behavior.

Creating an outcome for likelihood to buy.

Let's make an outcome for likelihood to buy.

  • In the navigation sidebar, choose Outcomes. Screenshot of the outcomes list
  • Click the New outcome button.
  • Fill out the form:
    • Select Everyone. This option will be disabled unless you have a contract with Faraday. Contact sales for a to demo.
    • For Attainment cohort, pick the cohort that best represents your customers.
    • Leave Attrition cohort blank.
    • Skip over Trait blocking.
    • Enter a memorable name, like "Likelihood to buy". Screenshot of the new outcome form, filled out
  • Click the Save outcome button.

Faraday will do some magic in the background, so you can proceed with the rest of the instructions. When your outcome is done building, you'll get an email, and you can review your outcome.

Using Pipelines to deploy predictions to your stack

Now you'll configure the pipeline that deploys your predictions to google_ads.

Create your pipeline for likely buyers in Google Ads

  • In the navigation sidebar, choose Pipelines. Screenshot of the pipelines list
  • Click the New Pipeline button.
  • Fill out the form:
    • For Payload, choose the following:
      • Outcome: Likelihood to buy
    • Enter a memorable name, like "Likely buyers in Google Ads". Screenshot of the new pipeline form, filled out
  • Click the Save pipeline button.

Your pipeline will start building in the background. You can proceed immediately with the next set of instructions.

Deploying your pipeline to Google Ads


  • In the Deployment area, find the CSV module and click Add. Screenshot of the ready pipeline with no targets yet
  • Fill out the popup:
    • Choose the Aggregated option.

    • Choose Human friendly column headers.

  • Click the Next button. Screenshot of the new target form, filled out
  • Skip the "Advanced Settings" by clicking the Finish button.
  • Click the Finish button.
  • Click the Test deployment button and confirm the results meet your expectations. Screenshot of a target after hitting its test button the first time Faraday will finish building your pipeline in the background. When it's done, you'll get an email—return to the pipeline and click the Enable pipeline button to activate it.

How to use your likely buyers predictions in Google Ads

With your pipeline deployed, it's time to plug your likely-to-buy locations into Google Ads. Follow the steps below to add your most likely-to-buy locations into a Google Ads campaign.

Adding your most likely-to-buy locations to a Google Ads campaign

  1. In Google Ads, navigate to the Locations page via the navigation bar on the left-hand side.
  2. Click the pencil icon to open the campaign select option, then click select a campaign.

Image of Google Ads campaign select

  1. Once the campaign is selected, you'll see a location entry prompt. Tick the add locations in bulk option to enable the bulk textbox.

Image of Google Ads bulk locations import

  1. Paste the locations (county, state, metro, or zipcode) from the CSV into the textbox.

If you're uploading more than 1,000 locations, you'll need to perform additional bulk uploads for however many locations you have. For example, if you have 1,500 locations, you'd need to run two bulk uploads (1,000+500).

  1. Click search to submit the locations for verification.

  2. Once verified, click target all to confirm your locations, after which you'll see them confirmed under targeted locations.

Image of Google Ads target all locations

  1. Click save to complete the bulk location upload. The campaign you selected will now target these most likely-to-buy locations.

🔒 It's a best practice to permanently delete any file that contains personally identifiable information (PII) after use. Any deployment from Faraday that is unhashed contains PII, and should be deleted after uploading it to your destination for security purposes.