Add webinar registrants to a remarketing list
Every webinar registration joins a Customer Match audience you can run follow-up campaigns to after the session.
New Submission on your "Webinar registration" form
Add the registrant's email to a Google Ads Customer Match remarketing list
One-directional. A submission triggers the action — nothing is written back into your form.
Registration is the moment an anonymous visitor becomes a named work email. Most teams hand that to their email tool and stop there. The same address is also the raw material for paid follow-up — ads that run in the week after the session, aimed only at people who signed up.
Marketing teams running a series lean on this hardest. One Customer Match list per session keeps the follow-up honest: people who registered for the pricing webinar see something different from the crowd who came for the technical deep-dive.
Setting it up
- 1
Create one customer list per session in Audience manager, named with the webinar title and date so the follow-up window is obvious months later.
- 2
Publish the registration form. Work Email is the matching key — the two name fields raise the match rate but cannot replace it.
- 3
Build the Zap on formformform's New Submission trigger and select this session's registration form.
- 4
Choose "Add Contact to Customer List" as the Google Ads action and pick the list you created for this session.
- 5
Map Work Email to the email input, then First Name and Last Name to the corresponding name inputs on the customer list.
- 6
Add a Zapier filter on Email Updates so only registrants who agreed to hear from you are sent to Google Ads.
- 7
Test with your own registration, confirm the Zap logged the contact, then leave it running for the whole promotion window rather than switching it on the day before.
- 8
Once registration closes, attach the list to a Demand Gen or display campaign with follow-up creative that assumes the viewer already knows what the session was about.
What maps where
Using the Webinar Registration Form as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Google Ads |
|---|---|
| Work Email | Email identifier on the session's Customer Match list |
| First Name | First name input on the customer list upload |
| Last Name | Last name input on the same upload |
| Email Updates | Zapier filter gating whether the contact reaches Google Ads at all |
| Company Size | Zapier path sending enterprise registrants to a separate, higher-bid list |
Variations worth knowing
Attach the registrant list to a Performance Max campaign as an audience signal instead of pointing a display campaign at it. Google treats the registrants as a description of who you want and looks for people who resemble them, which suits a series still building its audience.
Branch on "How did you hear about this webinar?" so registrants who arrived through paid channels join a list you keep bidding on, while organic and referral signups feed a separate one. It also shows which channels are producing registrants worth chasing twice.
If something isn't arriving
A single webinar rarely clears Google's minimum audience size on its own. Point several sessions at one rolling list and use per-session lists only for reporting, or combine the last few months of registrants into the list you actually attach to a campaign.
Work email addresses that were never used to create a Google account cannot match, and no amount of mapping fixes that. Sending First Name, Last Name and a country improves the rate a little. Treat list size as a matching result, not as an attendance figure.
Frequently asked questions
Can I advertise only to registrants who did not turn up?
Not from the form alone. formformform knows who registered; attendance lives in your webinar platform. Build a second Customer Match list of attendees from that tool's export and apply it as an exclusion on the campaign targeting the registrant list.
Do I need a separate Zap for every webinar?
Only if each session has its own form. If you run one registration form with a session picker, keep a single Zap and add a Zapier path that chooses the customer list based on the session the registrant selected, which is less work to maintain across a series.
Should registrants go into the same list as customers?
Keep them apart. A registrant list is a warm audience you are still convincing, while a customer list is usually a suppression or upsell audience. Mixing them means one bid strategy and one creative for two groups at very different stages.
Related automations
- Build a Customer Match audience from quote requests
Each quote request adds the lead to a Customer Match list you can retarget across search and display.
- Grow a seed audience from newsletter subscribers
Each new subscriber joins a Customer Match list that seeds targeting towards people who resemble your readers.
- Record an offline conversion from a captured GCLID
A hidden GCLID field turns each demo request into a valued offline conversion Smart Bidding can learn from.
- Report a completed application as a qualified-lead conversion
A completed application reports a valued offline conversion to the specific conversion action you bid on.
- Suppress existing customers from prospecting campaigns
Support submissions build a Customer Match list you exclude from prospecting, so budget goes to people who have not bought.
- Capture webinar registrations as track events
Each webinar signup fires a "Registered" event tied to the work email and session name, so reminders and reporting agree.
Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
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