Exclude demographic groups

Just as you can show your ads to people based on their age, gender, and parental status, you can also exclude any of these specific demographic groups to make your advertising more efficient. This article shows you how to exclude selected demographic groups at the ad group level or at the campaign level.


A female-only spa has a campaign that features the available services packages and hours for their spa centers. They're unable to serve male customers at this time, so they decide to exclude the “Male” category from this campaign. They could set the exclusion at the ad group level. But because the spa wants to apply these settings to all of the ad groups in their campaign, they can make demographic exclusions at the campaign level instead of adding them one by one.


To exclude by demographic groups for your campaign targeting:

  1. Sign in to your Google Ads account.
  2. In the page menu, click Demographics.
  3. At the top of the page, click More, and then Exclusions
  4. Click the pencil button .
  5. From the drop-down, select “Ad group” or “Campaign.”
  6. Click Select a campaign and click the name of the campaign you are making exclusions for.
  7. Select the specific demographics to exclude by clicking the box to the group’s left.
  8. Click Save


Excluding any demographic categories can significantly decrease the amount of traffic your ad group or campaign might receive.

Also, you can exclude people whose specific demographic traits we haven't identified by selecting the "Unknown" category. However, excluding it might prevent a substantial number of people from seeing your ads. Many sites within the Display Network don't provide demographic data for customers, and we aren't able to estimate demographic information from everyone using the web or mobile apps. This means that many people fall under the "Unknown" demographic category.

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