Google Ads is adding account-level placement exclusions, letting advertisers block unwanted inventory across all campaigns from a single setting.
What’s new. Advertisers can now apply one exclusion list at the account level. Exclusions apply across Performance Max, Demand Gen, YouTube, and Display campaigns. Previously, blocks had to be set at the ad group or campaign level.
How it works. Once a placement is excluded at the account level, Google Ads automatically prevents spend on those websites, apps, or YouTube placements across all eligible campaigns.
Why we care. Placement controls have long been fragmented. Managing exclusions campaign by campaign was time-consuming and error-prone — especially for large accounts. This update simplifies brand safety and efficiency at scale.
The big picture. As Google pushes more automation-heavy formats like Performance Max, advertisers have demanded stronger guardrails. Account-level exclusions give brands more control without undermining automation.
Between the lines. This change helps advertisers:
- Reduce exposure to low-quality or irrelevant inventory
- Enforce brand-safety standards consistently
- Save time managing exclusions across complex accounts
What to watch. Advertisers should review existing exclusion lists and consolidate them carefully — a single account-level block could unintentionally limit reach if applied too broadly.
First seen. The update was first noticed by Google Ads Campaigns Specialist Aleksejus Podpruginas, which he shared on LinkedIn.
Bottom line. Google Ads is making it easier to control where ads appear — a small UI change with big implications for efficiency and brand safety.
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