Google Analytics 4 (GA4) offers enhanced Google Ads integrations and features that surpass those available in its predecessor, Universal Analytics. Read on to discover how integrating GA4 and Google Ads could boost your paid search results. However, many advertisers haven’t been using or activating them in Google Ads. GA4 audiences automatically available in Google Ads“One of the reasons people weren’t using audiences properly before was because it wasn’t exactly intuitive. When you created an audience in GA4, you’d have to also manually publish it to Google Ads.