If you’ve logged into Google Ads recently, you might have noticed something strange—a new “Internal Tools” button with a lock icon, mysteriously labeled “Audience Builder.” You’re not alone; many advertisers are scratching their heads over this sudden appearance. So, what’s going on?

Earlier today, Google Ads users across the board started seeing this “Internal Tools” button. It turns out that this button wasn’t meant to be there—it’s a tool for Google’s internal use, not something meant for advertisers like us. The button doesn’t do anything when clicked, which makes it clear this bug.

The “Audience Builder” tool mentioned here is real, but it’s supposed to be tucked away from public access. It helps create reusable audiences with specific targeting, which is great, but unfortunately, it’s not ready for prime time outside Google’s own teams. This could be a powerful feature if released to the public, allowing for more precise targeting and potentially boosting campaign effectiveness. For now, though, it’s just speculation unless Google reveals more details.

How does this affect you?

For now, there’s no direct impact on your ad campaigns since the button doesn’t work. Just ignore it for now, and Google will likely fix the issue soon. Meanwhile, keep an eye on updates and forums to stay informed. There’s no impact on your current ad campaigns, so continue with business as usual.

While this is a minor hiccup, it’s essential to keep your focus on what truly matters—your ad performance and strategy. If you have any questions or need further guidance on managing your Google Ads, feel free to reach out. We’re here to help you navigate any surprises Google might throw our way. Let’s keep your campaigns running smoothly!