Create demographic targets in Google Ads

About demographic targeting in Google Ads

After you analyze age and gender reports in Search Ads 360 to identify the characteristics of people who respond to your ads, you can then use the data to modify bids in Google Ads ad groups to target the identified groups. For example, ages 18 to 24.

The demographic data can also reveal the age and gender groups that don't respond to your campaigns, allowing you to exclude an age or gender group (also known as negative targets) from your marketing efforts. Negative targets can be created in Google Ads ad groups and campaigns.

Available age and gender groups

Google Ads allows you to target or exclude the following age or gender groups.

Age ranges

  • Unknown
  • 18 to 24
  • 25 to 34
  • 35 to 44
  • 45 to 54
  • 55 to 64
  • 65+


  • Unknown
  • Female
  • Male

Learn more about age, gender, and other demographic targets in Google Ads Help.

Adjust bids to target an age or gender group

By default, your ads display for all ages and genders. If you want to reach certain groups, you can specify an age or gender target in Google Ads ad groups and adjust bids from -90% to 900%.


In examining the age and gender reports, you see that most conversions in your widgets campaigns come from males, aged 35 and up, especially those who are 35 to 44. You also note that the campaigns haven’t been successful with women.

To improve the efficiency of the campaigns, you decide not to target women with the campaigns, and to bid about 15% more on males, aged 35 to 44.

You also create a new set of ad groups that contain ads specifically designed to target women. Males over age 35 are excluded in the campaigns. 

Bid strategies don't manage age or gender group bid adjustments

Search Ads 360 bid strategies don’t set or recommend age or gender target bid adjustments even if the campaign or ad group is managed by a bid strategy. 

Report on demographic targets

Metrics such as clicks and impressions are reported for age and gender targets from the engine. 

Reporting on demographic targets from Floodlight tags and Google Ads conversion trackers are also supported.

View details about demographic targets in change history

If you want to review information about when a gender target was created or when a bid adjustment was added or changed, check the change history report. It records information about all kinds of changes made to campaigns and ad groups, including the history of your demographic targets.


Next steps

  • Create an age or gender target in a Google Ads ad group.
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