Add demographic targeting to an ad group

With demographic targeting in Google Ads, you can reach customers who are likely to be within the demographic groups that you choose. For example, if your business caters to a specific set of customers within a particular group, 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 groups.

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 groups, your ads may reach a more limited audience. Learn more about how Google determines demographic information.

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 types. You can add Detailed Demographics to an ad group or a campaign.


Add a demographic group to an ad group

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the name of the campaign that you want to update.
  4. Click the name of the ad group to which you want to add a demographic group.
  5. In the page menu on the left, click Demographics. You can choose:
  6. Check the box next to the specific demographic group that you want to include or exclude in the ad group.
  7. Click Edit, then select Enable. To exclude a demographic group, select Exclude from ad group.

Set a bid for a specific demographic group

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 group. Set a custom bid for a Display campaign or edit the bid adjustment for a Search campaign.

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