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Watch the Video Tutorial:
How to Exclude Devices 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 Devices drop-down menu
6) Exclude Computers, Mobile phones, Tablets and TV Screens
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Frequently Asked Questions on Excluding Devices from Performance Max Campaigns in Google Ads
Can I exclude specific devices from a Performance Max campaign?
Currently, Google Ads does not allow direct device-level exclusions (like mobile, desktop, or tablet) within Performance Max campaigns. The campaign type is designed to automatically optimize across all channels and devices based on performance signals.
How can I indirectly control device targeting in Performance Max?
While you can’t exclude devices outright, you can influence delivery by:
Creating separate campaigns for desktop and mobile using traditional Search or Display campaigns.
Using audience signals to prioritize users more likely to convert on certain devices.
Adjusting landing page experience for specific devices to optimize conversion paths.
Monitoring device-level performance via the Reports → Performance → Devices view to identify trends.
Why does Google restrict device exclusions in Performance Max?
Performance Max uses AI-driven optimization that relies on aggregated signals (like audience intent and conversion likelihood) rather than manual device control. Google’s goal is to maximize overall ROI by distributing ads across all eligible devices automatically.
What are best practices for managing device performance in Performance Max?
Use custom conversions to track device-specific actions (e.g., mobile app installs vs. desktop form fills).
Monitor cross-device conversions in Google Ads reporting.
If a specific device underperforms consistently, create a separate campaign with manual controls.
Ensure your landing pages are fully responsive and mobile-optimized for better results.
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