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Watch the Video Tutorial:
How to Exclude Age Groups and Genders on Google Ads
For Search, Display or Video Campaigns:
1) Navigate to Campaigns (left-hand-side menu)
2) Select Audiences (from the secondary menu)
3) Under Demographics, click on Edit demographics
4) Select the campaign and ad-group you would like to modify
5) Select the Age Gorups and Genders you would like to inlcude or exclude
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For Performance Max Campaigns
1) Select your Performance Max campaign
2) Navigate to Asset Groups
3) Click on the pen icon to edit the Signals
4) Click to edit the signal or edit the existing signal or create a new one
5) Scroll to Demographics and include or exclude genders and age groups
Keep in mind that a Signal is NOT targeting - it is a mere suggestion to the system on how to find the right customers for your business
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Frequently Asked Questions on Excluding Age Groups and Genders on Google Ads
What does demographic targeting mean in Google Ads?
Demographic targeting allows you to reach or exclude audiences based on characteristics such as age, gender, parental status, or household income. It helps refine who sees your ads, so you can focus your budget on the users most likely to convert.
How do I exclude specific age groups or genders from my campaign?
In your Google Ads dashboard, go to Campaigns → Audiences → Demographics. You’ll see columns for Age, Gender, and other demographics. Simply uncheck or exclude the segments you don’t want to target (for example, 18–24-year-olds or “Male”). Click Save, and your ads will no longer show to those groups.
How do I exclude specific age groups or genders from my campaign?
In your Google Ads dashboard, go to Campaigns → Audiences → Demographics. You’ll see columns for Age, Gender, and other demographics. Simply uncheck or exclude the segments you don’t want to target (for example, 18–24-year-olds or “Male”). Click Save, and your ads will no longer show to those groups.
How does excluding demographics affect campaign performance?
Excluding demographics can improve performance if certain groups consistently show low engagement or poor conversion rates. However, overly narrow targeting can reduce reach and limit data collection. It’s best to analyze past performance data before making broad exclusions.
