Google Ads Customer Match Template (Free CSV)
Google's Customer Match headers, exactly as Google Ads wants them. In English, in the right order.
Or drop your CRM export into the converter below. It formats every phone number to E.164 and puts each column under the right header.
Runs in your browser. Your list never touches our servers.
The headers (copy them if you're building your own):
Email,Phone,First Name,Last Name,Country,Zip- 6headers, in EnglishSource
- E.164phone format (+447700900123)Source
- 4 of 4needed for address matchingSource
- Neverhash Country or ZipSource
Checked against Google's own help docs on 12 October 2026.
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The rules
What Google needs
English headers, exactly as written.
First Name, not "Firstname" or "Vorname".Phones in E.164.
+447700900123. No spaces, no leading zero.Never hash Country or Zip.Hash the rest if you want. Those two must stay readable.
All four for address matching.First Name, Last Name, Country and Zip. Three out of four is zero.
Two-letter countries.
GB, not "UK".Extra columns are optional.User IP address and User interaction timestamp are allowed. Leave them out unless you really have them.
My take
James Green, Evergreen
Customer Match is a cleanup tool for B2B Google Ads, not a way to find new accounts.
Search already catches people with intent. Customer Match makes that spend tidier. Exclude existing customers from prospecting so you stop buying clicks from people already paying you.
Then add your best customers as an audience signal, so Google gets a picture of a good buyer instead of guessing from search terms. Like Meta, it matches best on the emails people actually use with Google, which are often personal.
For putting your name in front of named accounts before they search, a LinkedIn company list does the job Google can't.
The bit Google doesn't make obvious
Headers are matched in English, whatever language your account is in. A translated header is an empty column.
Questions
FAQ
What headers does a Google Customer Match file need?
Email, Phone, First Name, Last Name, Country, Zip. In English, spelled exactly like that, even if your Google Ads account is in another language.
What format do phone numbers need?
E.164. A plus sign, the country code, then the number with no spaces: +447700900123.
Should I hash the data?
You can hash email, phone and names with SHA-256. Never hash Country or Zip. If you upload unhashed, Google hashes it during upload.
Can Google match on name and address?
Yes, but only if the row has all four: First Name, Last Name, Country and Zip. Miss one and that row matches on email or phone only.
What are the User IP address and User interaction timestamp columns?
Google now accepts them as optional extras. They're left out of this template because most B2B CRMs don't hold them reliably. Add them only if you genuinely collect them.
Who can use Customer Match?
Google limits Customer Match to accounts with a good policy and payment history. If the option is missing in your account, that's usually why.
Is this an official Google template?
It uses the headers from Google Ads Help, checked on 12 October 2026. We're an independent agency, not affiliated with Google.
List sorted. Now the hard bit.
Uploading is easy. Turning a list into meetings is where most campaigns fall over: the wrong job titles layered on, boring ads, budget spread too thin.
That's the bit we do for niche B2B firms.
Keep going
Related
Sources
After the upload
A perfect list won't save a boring ad
The list decides who sees you. The ad decides whether they care. Get both right. Start here:
- Scroll-stopping B2B adsWhy boring ads cost you more per click, and the four things that stop the thumb.
- B2B video ad blueprintMy video guide to ads people actually watch. Hook, structure, length.
- B2B ad frameworksCopy frameworks that work for niche, technical products.
- Anti-Ad BuilderFree tool. Turns a dull ad idea into one with tension.
Prefer to watch? Script your own video ad, or see the video walkthrough in the list upload tutorial.
James Green. Runs LinkedIn and Meta ads for niche B2B firms. 100+ ad accounts audited.Last checked: