Adding Audience Exclusions at Campaign Level in Performance Max Campaigns

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Google Ads appears to be rolling out a new feature that allows advertisers to exclude specific audiences at the campaign level within Performance Max (PMax) campaigns. This new capability, known as Data Exclusions, is gradually appearing for some users under the campaign settings.

The discovery was shared by Satoshi Ando on X, and the information was also highlighted by Dario Zannoni on LinkedIn. The feature introduces controls labeled “Data Exclusions” found in the campaign settings menu, positioned just above the third-party measurement options. These controls enable advertisers to block audiences based on their website activity, such as visitors to particular pages—like existing customers, recent conversion users, or recruitment pages.

Activation of this feature might require reaching out to a Google Ads representative to request access. An example screenshot from Satoshi Ando reveals the interface where users can enable audience exclusions.

In a translated comment, Ando explained that by activating these exclusions within PMax campaign settings, advertisers can filter out audiences who’ve visited specific URLs. This enables targeting primarily new customers, which could be more effective than broad targeting, or it can be combined with other strategies for better precision. The ongoing forum discussions suggest that this feature is still being tested or gradually rolled out.