Starting April 7, 2025, Google Ads and Display & Video 360 will impose a maximum membership duration of 540 days for customer match lists. Lists currently set to no expiration or longer than 540 days will automatically be adjusted. This change aims to maintain relevant ad targeting, as expired memberships could lead to reduced list sizes and paused campaigns. Advertisers are encouraged to regularly refresh their lists to prevent campaign disruptions by re-uploading customer data.
Google will implement a maximum membership duration of 540 days for customer match lists in Google Ads and Display & Video 360 starting April 7, 2025.
Existing lists exceeding this duration will be updated, which may reduce list sizes and could lead to paused campaigns targeting too few users.
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