Can you apply a Combined Segment to YouTube ads?

By: Jyll Saskin Gales, Google Ads Coach

You’ve meticulously planned your YouTube ad campaign and want to reach a very specific audience. You’ve heard about Combined Segments, a powerful way to layer different audiences using AND, OR, and NOT logic, and you're ready to apply one to your Video campaign. But when you try, you hit a wall.

If you're confused, you're not alone. The ability to use Combined Segments has changed, and many guides are now outdated. This article will give you the clear, current answer and, more importantly, show you the new best practice for achieving hyper-targeted audiences in your Video campaigns.

The Short Answer: What is the Status of Combined Segments?

Let's get straight to the point: As of 2025, you can no longer apply Combined Segments to Google Ads Video (YouTube) campaigns.

There was no major announcement, but this functionality has been phased out for Video campaigns. Currently, Combined Segments are only compatible with Search and Display campaigns. This change means advertisers need a new strategy to achieve the same level of precision for their YouTube ads.

The Better Alternative for Video Campaigns: Custom Interests and Custom Search Terms

While you can no longer apply a pre-built Combined Segment, you can achieve the same, or even better, results by using different audience targeting in your Video campaign. The go-to solution is usually Custom Segments.

However, Google adds another layer of complexity here. In the context of a Video campaign, what you might think of as a single "Custom Segment" is actually split into two powerful, distinct targeting types.

A Deep Dive into Advanced YouTube Ad Targeting

To create a highly specific audience for your Video campaign, you will use a combination of the following two segment types at the ad group level.

1. "Custom Interest" Segments

This is how you target users based on their general passions and browsing behaviors. Think of this as building a profile of your ideal viewer. You can create a "Custom Interest" segment based on people who:

• Show interest in certain topics (e.g., "digital marketing" or "strength training").
• Browse types of websites (e.g., people who visit sites like techcrunch.com or bodybuilding.com).
• Use types of apps (e.g., people who use apps like Shopify, Asana, or MyFitnessPal).

2. "Custom Search Terms" Segments

This is an extremely powerful targeting type available specifically for Video campaigns. It allows you to reach people on YouTube based on the things they have recently searched for on Google. This is your key to capturing active intent.

Example: If you are a financial advisor, you can create a "Custom Search Terms" segment to target people on YouTube who have recently searched for "how to open a Roth IRA," "best retirement planning strategies," or "find a financial advisor."

The Critical Caveat: Google Properties vs. Video Partners

There is one crucial technical detail you must know when using search-based targeting.

The "Custom Search Terms" segment works with its intended precision only on Google's own properties, like YouTube. If your Video campaign is also opted into showing ads on "Google video partners" (other websites and apps that show Google video ads), this targeting will be treated more like a broader interest, not as a direct response to a recent search. This will dilute its effectiveness.

Recommendation: If you are relying heavily on Custom Search Terms to capture intent, consider disabling Google video partners in your campaign settings to ensure your ads are only shown on YouTube, where the targeting is most accurate.

While the removal of Combined Segments from Video campaigns may seem like a step back, the alternative is just as powerful. By mastering the duo of Custom Interest and Custom Search Terms segments, you can build a highly precise audience profile and connect with viewers who are not only passionate about your niche but are actively searching for solutions you provide.