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Watch the Video Tutorial:
How to Exclude Sensitive Content Categories in Google Ads
1) Login to your Google Ads account
2) Navigate to Tools (left-hand-side menu)
3) Select Content suitability
4) Scroll down and open the Excluded sensitive content dropdown menu
5) Check all options
6) Save
For added protection, open the Inventory type dropdown menu and select Limited inventory
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Frequently Asked Questions on Excluding Sensitive Content Categories in Google Ads
What are sensitive content categories in Google Ads?
Sensitive content categories refer to websites, videos, or apps that include mature, controversial, or unsuitable topics — such as violence, gambling, tragedy, or sexually suggestive material. Excluding these categories helps advertisers maintain brand safety and ensure ads appear in appropriate environments.
Why should I exclude sensitive content categories?
Excluding sensitive categories protects your brand from appearing alongside controversial or inappropriate content, which can harm reputation and lower ad trust. It also improves ad relevance and engagement quality, especially for family-friendly or professional brands.
How do I exclude sensitive content categories in Google Ads?
Log in to your Google Ads dashboard → Campaigns.
Select the Display or Video campaign you want to update.
Click Settings → Content Exclusions.
Under Sensitive Content, uncheck categories you want to exclude (e.g., “Tragedy and Conflict,” “Sexually Suggestive,” or “Sensitive Social Issues”).
Click Save.
Your ads will now avoid appearing next to those types of content across the Google Display Network and YouTube.
What are best practices for managing content exclusions?
Review exclusions regularly — Google updates content classifications periodically.
Apply account-level exclusions if running multiple campaigns under the same brand.
Combine exclusions with placement management to further refine ad visibility.
Use brand safety tools or third-party verification platforms for deeper control.
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