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Watch the Video Tutorial:
How to Exclude Age Groups from Performance Max Campaigns in Google Ads
1) Login to your Google Ads account
2) Navigate to campaigns
3) Select the campaign you would like to modify
4) Click on Campaigns settings
5) Scroll down and open the Age exclusions drop-down menu
6) Click on Enable age esclusions
7) Select age ranges to exclude from the campaign
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Frequently Asked Questions on Excluding Age Groups from Performance Max Campaigns in Google Ads
Can I exclude specific age groups from a Performance Max campaign?
Yes — you can exclude certain age demographics (e.g., 18–24 or 65+) to improve ad relevance and budget efficiency. However, unlike Search or Display campaigns, Performance Max has limited demographic control, so exclusions must be applied through audience signals or account-level exclusions.
How do I exclude age groups from my Performance Max campaign in Google Ads?
Go to your Google Ads dashboard → Tools & Settings → Shared Library → Audience Manager.
Click Exclusions → Demographics.
Choose the age groups you want to exclude (e.g., 18–24, 55–64, 65+).
Apply these exclusions at the account level or to specific Performance Max campaigns.
Click Save.
This ensures your Performance Max campaign doesn’t serve ads to the excluded demographics.
Can I exclude gender or household income along with age?
Yes. In the same Audience Exclusions section, you can remove specific genders or household income tiers to refine your targeting further. These settings help maintain tighter control over who sees your ads and improve overall campaign efficiency.
What are best practices for excluding age groups in Performance Max?
Review your Audience Insights report regularly to identify low-performing age brackets.
Avoid over-excluding — give the algorithm enough flexibility to optimize effectively.
Combine demographic exclusions with first-party audience signals for stronger targeting.
Test exclusions gradually to avoid disrupting campaign learning phases.
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