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Watch the Video Tutorial:
How to Exclude Age and Gender in Performance Max Campaigns
1) Select your Performance Max campaign
1) Navigate to Campaign settings
2) Scroll down to Demographic exclusions
3) Turn on age and gender exclusions
4) Deselect age groups and genders you don't want to target
5) Save
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Frequently Asked Questions on Excluding Age and Gender in Performance Max Campaigns
Can I exclude age and gender in Performance Max campaigns?
Yes, but exclusions are limited. Performance Max primarily relies on Google’s automation, so demographic targeting is more of a signal than a strict filter.
Why would I exclude certain ages or genders?
To avoid wasting budget on audiences less likely to convert, or to comply with brand or legal requirements.
Where do I set age and gender exclusions?
Go to Campaign → Settings → Demographics, then choose Exclude for the age ranges or genders you want to avoid.
Will exclusions guarantee no impressions to these groups?
Not 100%. Performance Max uses exclusions as signals, but automation may still show ads if it predicts high conversion potential.
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