How to Use Google Ads Demographics (1 Easy Way to Exclude Age, Income + Devices)

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The Conversion Clinic

Josiah Roche

83 episodes

21 hours ago

Welcome to The Conversion Clinic with Josiah Roche, founder of JRR Marketing. On this podcast, you’ll learn how to get more leads, increase sales, and boost your conversion rates. Josiah shares the exact steps he’s used to help brands make over $73 million online. You’ll also hear about the mistakes and lessons he’s learned along the way. If you’re struggling with Google Ads, SEO, or your website, you’ll learn how to fix it and grow your business faster than you ever thought possible.

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How to Use Google Ads Demographics (1 Easy Way to Exclude Age, Income + Devices)

The Conversion Clinic

3 minutes 33 seconds

4 weeks ago

How to Use Google Ads Demographics (1 Easy Way to Exclude Age, Income + Devices)

🔥 This is the fastest way to turn Google Ads and SEO into your #1 revenue maker:

https://www.skool.com/theconversionclinic/about?ref=87a17fd6c7cc4c648c5dae2c05f921a2

Learn exactly where to find and read your Google Ads Demographics so you can see performance by age, gender, parental status, and (where available) household income. I’ll show you the quickest path to the Demographics view in the Audiences section and how to add the right columns to spot the best ads. You’ll learn when to exclude a segment vs. simply monitor it, plus how bid adjustments work in campaign types that support them. We’ll cover common pitfalls like the large “Unknown” bucket (and why you shouldn’t auto-exclude it). Finally, you’ll get a simple workflow to test changes safely and protect scale.

🔥 Running Google Ads can feel like throwing money into a black hole. If you’re tired of guessing what works and just want a steady stream of the right customers, let’s chat. After helping 100+ businesses get steady, high-quality leads and sales, I know what works. Grab a free strategy call here: https://josiahroche.co/google-ads-specialist/

Frequently Asked Questions:

Where do I find the Demographics report?In Google Ads, go to the Campaigns icon → Audiences, keywords, and content → Audiences, then open the Demographics module (account, campaign, or ad-group view).

Which demographic categories are available?Age, Gender, Parental status, and (in eligible countries) Household income—each with an “Unknown” bucket.

Can I apply bid adjustments to demographics?

In many campaign types (and especially with manual bidding), you can set bid adjustments for certain demographic groups; otherwise rely on exclusions and creative/copy strategy.

What’s the difference between basic Demographics and “Detailed demographics”?

Basic Demographics are age/gender/parental status/income; Detailed demographics (like homeowner or education) are in the Audience segments and are separate from the Demographics tabs.
Best practices to avoid hurting scale?

Start with reporting-only analysis, test changes in a limited set of campaigns, and avoid blanket exclusions.