How to Use Google Ads Demographics (1 Easy Way to Exclude Age, Income, and Devices)

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Learn exactly where to find and read your Google Ads Demographics so you can see performance by age, gender, parental status, and (where available) household income. I’ll show you the quickest path to the Demographics view in the Audiences section and how to add the right columns to spot the best ads. You’ll learn when to exclude a segment vs. simply monitor it, plus how bid adjustments work in campaign types that support them. We’ll cover common pitfalls like the large “Unknown” bucket (and why you shouldn’t auto-exclude it). Finally, you’ll get a simple workflow to test changes safely and protect scale.


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Frequently Asked Questions:
Which demographic categories are available?
Age, Gender, Parental status, and (in eligible countries) Household income—each with an “Unknown” bucket.

Can I apply bid adjustments to demographics?
In many campaign types (and especially with manual bidding), you can set bid adjustments for certain demographic groups; otherwise rely on exclusions and creative/copy strategy.

What’s the difference between basic Demographics and “Detailed demographics”?
Basic Demographics are age/gender/parental status/income; Detailed demographics (like homeowner or education) live under Audience segments and are separate from the Demographics tabs.

Best practices to avoid hurting scale?
Start with reporting-only analysis, test changes in a limited set of campaigns, and avoid blanket exclusions, especially of “Unknown,” since Google can’t identify everyone.