Add demographic targeting to an ad group

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place. Click the Campaigns icon Campaigns Icon and open the “Audiences, keywords and content” tab and click Audiences. You can also easily manage your Audiences from this report page. Learn more About Audience reporting.
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases.

With demographic targeting in Google Ads, you can reach customers who are likely to be within the demographic segments that you choose. For example, if your business caters to a specific set of customers within a particular segment, you can show your ads to customers according to their gender, age group, parental status, or household income range.

In this article, we’ll walk you through how to focus your ads to target customers in certain demographic segments.

How demographic targeting affects who sees your ads

When you use demographic targeting, we’ll show your ads based on demographic information that we estimate or get from website publishers or Google profiles. If you limit your targeting to certain demographic segments, your ads may reach a more limited audience. Learn more about demographic targeting

Before you begin

You can add demographic targeting to your ad groups in Search, Display, Video, and Gmail campaigns. Learn more about demographic targeting

Detailed Demographics (such as homeownership and education) are available as audience segments. You can add Detailed Demographics segments to an ad group or a campaign.


Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Add a demographic segment to an ad group

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Audiences.
  4. In the Demographics module, select the Edit demographics in the drop-down menu to filter for the reporting level you want to see.
  5. Select a demographic tab:
  6. Check the box next to the specific demographic segment that you want to include in the ad group.
  7. Click Edit, then select Enable.

Set a bid for a specific demographic segment

You may get a higher return on investment (ROI) or increase your chances to show your ads to people who are more likely to buy your products by setting a specific bid for a demographic segment. Set a custom bid for a Display campaign, or edit the bid adjustment for a Search campaign.

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