How to Exclude Mobile Apps from Performance Max Campaigns in Google Ads

Here’s a step-by-step guide to help you block mobile app placements in your Performance Max campaigns.
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Step 1: Access content exclusions

1. Log in to your Google Ads account and view All Campaigns.

2. In the left-hand menu, go to Audiences, Keywords, and Content, then select Content.

3. Click on Edit Exclusions or Placement Exclusions.

Step 2: Apply exclusions at the account level
Currently, app exclusions for Performance Max can only be set at the account level, meaning they apply across all campaigns.

• Click the pencil icon or “Edit Exclusions.”

• From the dropdown, select Account.

• If you want campaign-level exclusions, you’ll need to submit a request form to modify Performance Max strategy.

Step 3: Choose app categories
Under exclusions, select App Categories (140). You’ll see two sections: Apple App Store and Google Play.

Step 4: Select all app categories
To ensure full coverage:

• Expand both the App Store and Google Play sections.

• Manually tick all available categories (there’s no “Select All” option). If you want to keep certain categories, simply leave them unchecked.

Step 5: Save your exclusions
Once all categories are selected, click Save. These exclusions will now apply to your entire Google Ads account.

Important notes

• Account-wide impact: exclusions apply to all campaigns within the account.

• Not 100% foolproof: some apps may still appear in reports as uncategorized.

• Campaign-level exclusions: the only option is submitting a request through the official Performance Max modification form.