Google Ads Alerts Decoded: What to Do If Your Access to Customer Match Is Suspended

Google’s Customer Match feature allows advertisers to target specific users using first-party data, but law firms are generally restricted from using it due to Google’s policies on sensitive information. Staying informed about Google Ads policies is essential for maintaining compliance and optimizing marketing efforts.

If you manage Google Ads for your law firm, you’ve likely seen a flood of alerts in your inbox. One common notification is that your “Access to Customer Match will be suspended.” At first glance, this might sound urgent — but for most law firms, it’s not something to worry about. Let’s break down what Customer Match is, why Google restricts its use for legal advertising, and what (if anything) you need to do about this alert.

Access to Customer Match Suspended alert image.

What Is Customer Match?

Customer Match is a Google Ads feature that allows advertisers to use their first-party customer data (such as email addresses, phone numbers, and mailing addresses) to create audience lists. Google then matches these lists with signed-in users, enabling advertisers to:

Target specific users across Google platforms (Search, Shopping, YouTube, Gmail, and Display Network).
Exclude existing customers from certain campaigns.
Build lookalike audiences based on existing customers.

This can be a powerful tool for businesses looking to re-engage their existing customer base — but due to Google’s sensitive categories policy, most law firms are not eligible to use it.

Does My Law Firm Fall Under a Sensitive Category?

For most lawyers, Customer Match is not an available option due to Google’s restrictions on targeting users based on sensitive information. Google prohibits advertisers from using Customer Match in ways that could identify users with certain hardships, struggles, or legal situations. This includes:

Personal Injury Law – Cannot target based on health conditions, treatments, or traumatic personal experiences.
Immigration Law – Cannot target based on struggles, personal failings, or hardships.
Family Law/Divorce – Cannot target based on family, friends, or other interpersonal relationships.
Criminal Law – Cannot target based on a user’s criminal record, charges, or allegations.
Bankruptcy Law – Cannot target based on financial difficulties.

Because these legal practice areas fall under Google’s sensitive categories, most law firms will never have access to Customer Match in the first place. That means if you receive a suspension alert — it likely has no impact on your existing ads.

I Received This Alert — Now What?

If your firm is already running pay-per-click (PPC) ads and you receive a notice about Customer Match suspension, there is no need to take action. Since your ads are already running without this feature, your campaigns will continue as usual.

If you work with a digital marketing agency, they should already be monitoring these alerts and ensuring that your ads comply with Google’s policies. However, if you manage your firm’s advertising in-house and need help navigating Google Ads, our Google-certified marketing professionals at Justia can assist. Through Justia Amplify, we offer expert PPC management tailored to law firms, ensuring your ads remain compliant and effective.

Final Thoughts

While Google Ads alerts can sometimes sound alarming, not all require immediate action, or any action at all. If you receive a Customer Match suspension notice, rest assured that it does not affect your current ad campaigns. However, staying up to date on Google’s evolving policies is crucial to running compliant and successful legal advertising.

Need expert help with your Google Ads strategy? Contact our team at Justia Amplify to learn how we can optimize and manage your PPC campaigns for maximum impact.