Remarketing Lists for Search Ads, commonly abbreviated as RLSA, is a feature provided by Google Ads that allows advertisers to tailor their search campaigns based on whether a user has previously visited their website and how they interacted with it. By using RLSA, businesses can customize their bids and messages to users who have shown an interest in their products or services, thus making their ads more relevant and potentially increasing their return on investment. For example, if a user visited a website but did not make a purchase, the advertiser can use RLSA to display a specific ad to that user when they perform a related search on Google at a later time. This strategy helps in targeting users who are already familiar with the brand, thereby increasing the chances of conversion as these users are typically further down the sales funnel. RLSA can be a powerful tool for advertisers looking to optimize their search ad campaigns by focusing on audiences that are more likely to engage with their brand.