Google Ads adds account-level exclusions, allowing advertisers to block unwanted content across campaigns in one setting.
What’s new. Advertisers can now use a single opt-out list at the account level. Exclusions apply to all Performance Max, Demand Gen, YouTube, and Display campaigns. Previously, blocks had to be set at the ad group or campaign level.
How does this work. When placements are excluded at the account level, Google Ads automatically blocks spending on those websites, apps, or YouTube placements from all eligible campaigns.
Why do we care. Placement controls have long been classified. Managing campaign-by-campaign releases is time-consuming and error-prone – especially for large accounts. This update makes product security easier and more efficient at scale.
Big picture. As Google pushes more heavy-duty automation formats like Performance Max, marketers have sought tougher strokes. Account-level outsourcing gives brands more control without undermining automation.
Between the lines. This change helps advertisers:
- Reduce exposure to low-quality or non-essential inventory
- Apply product safety standards consistently
- Save time managing exclusions across complex accounts
What you can watch. Marketers should review existing lists and aggregate them carefully — a single account-level block may unintentionally limit reach if used too widely.
It was first seen. The update was first noticed by Google Ads Campaigns expert Aleksejus Podpruginas, who shared it on LinkedIn.
Bottom line. Google Ads makes it easy to control where ads appear – a small UI change that has a big impact on product efficiency and security.
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