Google defines it’s custom intent audience feature in Google Ads as: “a type of audience that allow you to choose who sees your ads on the Google Display Network and YouTube. There are two ways to define custom intent audiences: via keywords or via URLs. They can be used in combination too.”Ex. Let's say a hardware store in Santa Monica wants their Display ads to reach people who are actively looking for a coffee shops in the area. The business owner can enter "hardware" or "where to buy tools" as keywords to define their custom intent audience. They can also enter the URL of a popular web page that explains the types of tools for various DIY activities. Next time potential customers who have searched for these terms or visited this page are online, they'll be eligible to see the hardware store's Display ad.