Microsoft Advertising now lets marketers build impression-based remarketing audiences from up to 20 campaigns or ad groups in the same account - a major jump from the previous one-source limit.
What changed
Advertisers can add as many as 20 campaigns or ad groups to a single impression-based remarketing list. Previously, only one source was allowed.
If any of those sources is an Audience Ads campaign, the list becomes eligible for every campaign type, including Search, creating a unified approach to display and search targeting with no extra setup.
Key details
- Maximum sources per list: 20 campaigns or ad groups
- Eligible source types: Audience Ads, Search, Shopping, Dynamic Search Ads
- List availability: Usable by any campaign type when at least one source is an Audience Ads campaign
- Rollout status: Live worldwide, no opt-in required
- Implementation: Configure in the Audience section of Microsoft Advertising online or via the Bulk API
The update was announced on 23 July 2025 and is available immediately in all supported markets.
Why it matters
Introduced in 2023, impression-based remarketing lets advertisers reach users who saw - but did not click - an ad. Until now, each list could reference only one campaign or ad group, forcing brands to manage multiple overlapping lists and raising maintenance overhead.
The July 2025 expansion follows May's cross-channel audience exclusions release, underscoring Microsoft's focus on audience tools that span display and search. No related updates have been announced for video or retail media campaigns.
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