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Excluding certain age ranges in Google Ads Performance Max can save you from wasted spend and irrelevant clicks. In this video, I’ll show you exactly how to remove ages 18–65+ from your campaigns step by step. You’ll see where to find the audience signal and demographic exclusions inside Performance Max, since it works differently than Search or Display campaigns. By setting up these exclusions correctly, you can focus only on the age groups that matter to your business. This quick tutorial makes it simple to avoid common mistakes and keep your ad budget efficient.
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Frequently Asked Questions:
Can I exclude all ages in Performance Max?
No, you must leave at least one age group included. Excluding all ages would prevent your ads from serving.
Where do I find the option to exclude ages in Performance Max?
You can adjust demographic exclusions in the campaign settings under “Audiences.”
Can I exclude ages after my campaign is already running?
Yes, you can update demographic exclusions anytime, and changes take effect quickly.
Does excluding ages affect my budget or bidding strategy?
Your daily budget stays the same, but Google will focus ad spend only on the allowed age ranges.
Can I exclude ages at the ad group level in Performance Max?
No, exclusions are set at the campaign level for Performance Max.
How do I know if I should exclude certain ages?
Review your audience and conversion data in Google Ads reports to see which ages drive results and which waste spend.
Does excluding ages improve conversion rates?
It often can, since you’re removing unqualified searches and focusing your budget on better converting age groups.