Exclude specific audiences from your targeting

In addition to reaching specific audiences with your ads, you can exclude unrelated, and therefore unprofitable, audiences. By reaching only the audiences that are relevant to your business, you can help reduce your costs and increase the likelihood that your ad will attract clicks and conversions.

This article shows you how to exclude specific audiences if they're not a good match for what you're advertising.

As Apple’s App Tracking Transparency (ATT) policies go into effect, your data segments (especially website, app and automatically created lists) and Customer Match lists may be impacted on iOS 14 traffic (including the use of these lists for exclusions). Campaigns promoting web-based conversion goals - particularly those using Customer Match and your other data segments - may also see performance fluctuations. During this time we will be expanding modeled conversions to more iOS 14 traffic.

How it works

Just as you can improve your keyword list by excluding specific keywords, you can remove specific types of audiences (for example, affinity or remarketing) from your campaign or ad group if they're not a good match for what you're advertising. You can exclude specific audiences from Search, Display, Discovery, and Video campaigns.

While you can also exclude audiences from App campaigns, you’ll need to create an audience exclusion list first. Audience exclusions for App campaigns can only be done at the campaign-level. Learn more about excluding audiences from App campaigns.


  1. Sign in to your Google Ads account.
  2. Click Audiences.
  3. Click Exclusions.
  4. Click the plus icon .
  5. Select “Campaign” or “Ad group” from the drop-down.
  6. Click the pencil icon Edit setting, pencil icon and select the campaign or ad group that you want to update.
  7. Use the “Search” and “Browse” options to find and select the audiences that you want to exclude.
  8. Click Save.
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