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How Google Ads Audience Exclusions Sharpen Your Targeting
Description
In episode 70 of The Google Ads Podcast with Fexingo, Lucas and Luna dive into a surprisingly powerful but often overlooked lever: audience exclusions. Lucas explains how layering exclusions on top of your targeting can reduce waste, improve smart bidding efficiency, and prevent your ads from showing to people who already converted, are in the wrong lifecycle stage, or have a low predicted lifetime value. He walks through a concrete example from a SaaS client running demand gen campaigns, showing how excluding past converters and high-intent but low-profit segments lowered cost per lead by 18 percent. Luna pushes back on whether exclusions can limit scale, and they explore real-world scenarios like excluding mobile app installers from a desktop lead gen campaign and suppressing lookalike audiences that overlap too much with existing customers. The episode also touches on how to use Google's new predictive audiences to create exclusion lists for churn risk. By the end, you'll have a clear framework for when to include, when to exclude, and how to test both. This episode is packed with practical, actionable PPC strategy for 2026.