Google Ads Adding Campaign Level Audience Exclusions To Performance Max

"Google Ads seems to be bringing the ability to do campaign level audience exclusions to Performance Max (PMax) campaigns. A new Data Exclusions feature is showing up for some advertisers under campaign settings. This was spotted by Satoshi Ando on X, I found it via Dario Zannoni on LinkedIn who wrote, "This screenshot from Japan shows new controls to exclude remarketing lists from P-Max campaigns. The control are labelled "Data Exclusions" and are found in the campaign settings menu, right above the Third-party measurement option.""

"Here is a screenshot from Satoshi Ando: Satoshi Ando wrote (translated): In P-MAX campaign settings, enable the ability to exclude audience lists. This allows exclusion of audiences who have visited specific pages, such as existing customers, recent CV users, or recruitment pages. I'm curious about which one has better accuracy-"deliver only to new customers" or this exclusion method-but it might be safer to do both."

A Data Exclusions feature is appearing in Performance Max campaign settings, enabling campaign-level audience exclusions. The setting allows exclusion of remarketing lists and audiences who visited specific pages, such as existing customers, recent CV users, or recruitment pages. The control is located in campaign settings above the Third-party measurement option. Some advertisers report the feature can be enabled by contacting a Google Ads representative. Excluding known audiences can prevent ads from reaching undesired segments. Advertisers may compare accuracy between a "deliver only to new customers" targeting approach and using exclusions, and may choose to use both for safety.

Read at Search Engine Roundtable