During the [1], an AI-powered Google Ads audit agent was run live against the Cordwainer account. As part of a broader set of structural fixes, remarketing audiences were created and attached to all active campaigns. This article documents the remarketing setup, current status, outstanding requirements, and launch criteria.
Prior to the audit, Cordwainer had no remarketing audiences configured. The account had several structural problems — including a mismatched bidding strategy (Target ROAS on a lead-gen account with no conversion values) and no negative keywords — that were resolved in the same session. Remarketing was identified as a high-value addition given the account's lead-generation focus and the relatively small monthly budget (~$1,490/month Google, within a $2k/month total Google + Meta envelope).
See [2] for the full set of issues found and fixed in this session.
The AI agent created remarketing audiences and attached them to all active Cordwainer campaigns during the audit session. These are standard website visitor audiences built from Google Ads tags / Google Analytics data.
Audiences are newly created and not yet populated. Google requires a minimum audience size before remarketing ads can serve. Until that threshold is reached, remarketing campaigns cannot go live.
"Remarketing audiences are newly created and need time to populate before ads can run."
Action required: Monitor audience size in Google Ads → Audience Manager on a regular cadence. Do not attempt to launch remarketing ads until lists have reached a serviceable size.
Owner: Gilbert Barrongo
Remarketing campaigns require display image assets. These have not yet been produced.
Action required: Karly Oykhman to task the design team with creating display images for the Cordwainer remarketing campaign.
Standard Google Display Network sizes to cover:
| Format | Dimensions |
|---|---|
| Leaderboard | 728 × 90 |
| Medium Rectangle | 300 × 250 |
| Large Rectangle | 336 × 280 |
| Half Page | 300 × 600 |
| Large Mobile Banner | 320 × 100 |
| Billboard | 970 × 250 |
Responsive display ads (using headline, description, logo, and image assets) are an acceptable alternative if static sizes are not feasible in the short term.
Do not launch remarketing ads until all three of the following are true:
Maximize Conversions for 2–3 weeks with observable conversion data. Launching remarketing before the base campaigns are stable adds noise to the learning period.The remarketing audiences were attached to all campaigns as part of the same audit session that made the following changes:
Target ROAS to Maximize Conversions across campaignsRemarketing should be treated as a complementary layer on top of this restructured base, not a standalone initiative.
| Action | Owner | Status |
|---|---|---|
| Monitor remarketing audience growth in Google Ads Audience Manager | Gilbert Barrongo | Ongoing |
| Launch remarketing ads once audience lists are large enough | Gilbert Barrongo | Blocked — awaiting audience population |
| Task design team with creating display image assets | Karly Oykhman | Open |
| Confirm landing page owner; coordinate with Sebastian | Karly Oykhman | Open |
| Implement call tracking for Cordwainer | Karly Oykhman | Open |
| Monitor Maximize Conversions performance for 2–3 weeks; pause homepage campaign if no improvement | Gilbert Barrongo | Ongoing |