Google Ads Adding Campaign Level Audience Exclusions To Performance Max

10/27/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Ads Introduces Campaign Level Audience Exclusions for Performance Max

Google Ads is rolling out a new Data Exclusions feature for Performance Max (PMax) campaigns, allowing advertisers to exclude specific audience lists at the campaign level. This update helps marketers avoid targeting existing customers or specific visitor segments, improving campaign precision. The feature appears accessible through campaign settings and may require contacting a Google Ads representative to activate.

Optimixed’s Overview: Enhanced Audience Targeting Controls Now Available in Google Performance Max Campaigns

Introduction to Data Exclusions in PMax Campaigns

Google Ads has introduced the ability to exclude audiences directly within Performance Max campaigns using a new Data Exclusions control. This addition provides advertisers with more granular control over who sees their ads, particularly useful for excluding existing customers or other specific visitor groups.

Key Features and Benefits

  • Campaign-Level Audience Exclusions: Advertisers can now exclude remarketing lists or other audience segments at the campaign level within PMax settings.
  • Targeting Precision: This helps prevent ad delivery to users who have already converted or visited particular pages, enhancing the efficiency of ad spend.
  • Activation Process: The feature may not be universally available by default but can be enabled by requesting access through a Google Ads representative.
  • Strategic Use Cases: Excluding audiences such as recent converters or visitors to recruitment pages can optimize campaign outcomes by focusing on new potential customers.

Community Insights and Considerations

Early adopters have noted the potential benefit of combining audience exclusions with existing targeting strategies like “deliver only to new customers” for improved accuracy. The community continues to discuss the best practices and impact of this new feature on platforms like Twitter (formerly X) and LinkedIn.