How to Use Demographic Exclusions to Improve PMAX Campaign Results

It’s wild to think about how much Google Ads has evolved. Every time they roll out a new targeting tool, advertisers like me start plotting dozens of test campaigns in our heads. The latest development shaking things up? Google’s age-based demographic exclusion for Performance Max (PMAX) campaigns. If you’re after tighter targeting and smarter spend, this feature is about to become your new secret weapon.

Why Age-Based Exclusion Changes the Game in PMAX

Let’s be real: even the most creative ads fall flat if they hit the wrong audience. I remember running a spa package campaign in the early days for Hotel Du Vin Exeter, promoting indulgent retreats and rejuvenation packages. The click-through looked great, but conversions were not matching my client’s expectations. Digging into the data, I realized teens and young adults. People much less likely to book luxury spa days. Were draining our budget.

Now, with age-based exclusion, it’s possible to expressly cut out certain age groups from seeing your ads in PMAX campaigns. Want to avoid showing a beauty treatment offer to audiences under 25? Done. Already seeing high engagement among guests 45 and up for your luxury pool facilities? Double down on that group. This kind of fine-tuning isn’t just about saving a few pounds here and there; it completely redesigns your campaign’s efficiency.

How to Set Up Age-Based Exclusions in Google Ads

The setup process is surprisingly straightforward, but there are a couple of details worth pointing out:

1. Jump into Your Google Ads Account: Head directly to your Performance Max campaign. If you’re managing campaigns for a hotel or spa, select the relevant ad group. Maybe the one focusing on weekend spa escapes in Exeter, for example.

2. Navigate to Demographics: Click on the ‘Demographics’ tab within the campaign panel. You should see categories like ‘Age,’ ‘Gender,’ ‘Parental Status,’ and ‘Household Income.’

3. Select Age Exclusions: Tap ‘Edit’ in the age category. From here, you can check or uncheck age brackets—18-24, 25-34, 35-44, all the way up to 65+. Want to run your promos exclusively for 35-54-year-olds? Just uncheck the other boxes.

4. Apply and Monitor: Save changes, and keep an eye on initial results. Always monitor closely during the first few weeks, as PMAX campaigns rely on machine learning to optimize delivery over time.

Pro Tip:

Don’t make changes in a rush. If you’re unsure about who you want to exclude, start broad and gradually refine. Over-tightening could shrink your potential audience too much, leaving great opportunities untapped.

When Excluding Ages Makes Perfect Sense

Picture this: Your hotel spa just launched a ‘Glow & Go’ facial, designed specifically for those concerned with early signs of aging. Past bookings show that 90 percent of takers are between 35 and 54. Instead of wasting impressions on a 22-year-old likely interested in express beauty deals, you redirect every penny toward the segment that actually books these treatments.

Maybe your data tells another story. Say, mid-week spa breaks are a hit with retirees or business travelers above 55. By excluding younger age brackets, every click is laser-focused on your most valuable guests. That’s ROI on a whole new level.

Use Cases Worth Testing

• Luxury Experiences: Exclude under 25s for upscale hotel, spa, or dining packages.
• Family Offers: Target specific age brackets for family-friendly amenities (while removing childless demographics).
• Seasonal Promos: Tailor events like summer retreats or winter wellness stays to the age groups you know convert.

Measuring Results. The Smart Way

Data doesn’t lie, but it does require a keen eye. Here’s what I’ve learned first-hand:

• Run Split Tests: Duplicate your PMAX campaign. One with age exclusions and one without. Track the difference in conversion cost and volume.
• Keep a Feedback Loop: At Hotel Du Vin, we routinely check in with our booking team to see if reservation patterns align with our adjusted targeting.
• Review and Adjust: PMAX is designed to optimize in real time, but don’t be afraid to tweak age brackets monthly. The pace of online engagement, especially in hospitality and beauty, can shift quickly.

Research suggests that ongoing measurement and iterative adjustments deliver the best results. A set-and-forget approach rarely holds up under detailed scrutiny.

My Go-To Optimization Tips

Over years juggling spa campaigns and luxury hotel offers, a few truths have stuck with me:

• Start with Why: Targeting should be rooted in actual booking data, not assumptions. If 80 percent of your premium spa bookings come from people over 40, back your strategy with those insights.
• Blend with Other Signals: Combine age exclusion with signals like location, device, and audience affinity for maximum impact.
• Stay Nimble: Keep an open mind for surprises. We once discovered that a discounted lunch treatment deal had unexpected popularity among young professionals, prompting us to adjust exclusions on the fly.
• Communicate Across Teams: Marketing, reservations, and operations all have valuable perspectives on who’s booking and why.

A Note on Privacy and Fairness

Experiences have taught me that demographic exclusions, when used responsibly, help prevent user fatigue and irrelevant advertising. Always ensure your ad creative and targeting uphold principles of fairness and inclusivity. Never exclude a group purely on bias. Let actual data and business relevance guide your decisions.

Unlock More Value from Every Pound Spent

Achieving precision in your PMAX campaigns isn’t just about stretching the budget; it’s about making every click count for your business and your guests. From curating luxury spa escapes at places like Hotel Du Vin Exeter to tailoring beauty treatments for those who appreciate quality downtime, age-based exclusion can transform how effectively you connect with ideal customers.

There’s no substitute for hands-on experience and genuine testing. Dive into your own campaign data, talk to your clients or in-house teams, and let the numbers steer you right. Need help unraveling the best approach for your brand? Reach out to someone who’s been in the trenches and isn’t afraid to break a sweat. Or a campaign rule or two.

Go forth, test hard, and never settle for generic performance. Your next round of PMAX campaigns could be your best yet.

Frequently Asked Questions

How can I determine which age groups to exclude in my PMAX campaign?

Start by reviewing your current customer data to identify which age brackets actually convert. Hotel or spa booking histories, email list demographics, and Google Analytics can all help paint a clear picture. Once you know which groups are less likely to engage or convert, test excluding them in small increments and track the results.

Will excluding certain age ranges limit my campaign’s reach too much?

It can, but that isn’t necessarily a bad thing if you’re refining your targeting for relevance and efficiency. Focus on quality over quantity. Always monitor key metrics. Like click-through, conversion rate, and cost per acquisition. To make sure you’re hitting the sweet spot, not shrinking your audience too far.

Does age-based demographic exclusion affect Smart Bidding in PMAX?

Yes, it informs the algorithm by removing non-essential signals, letting Smart Bidding focus on converting audiences. It won’t reduce learning efficiency, but it shifts optimization toward the age brackets you’ve chosen. This makes your budget work harder and your results clearer.

Are there any pitfalls to watch for with age-based exclusions?

Don’t base exclusions on assumptions alone. Always reference real booking data. Excluding too broadly can cut out unexpected potential. Also, be mindful of compliance and fairness when selecting targeting criteria, especially within sensitive categories.

What’s the best way to test the impact of demographic changes?

Run controlled splits between campaigns using exclusions and those without. Monitor changes in critical metrics, but also listen to team feedback and analyze offline conversion trends. Real-world results often tell the full story, so keep your process open to ongoing refinement.