Aleksejus Podpruginas noticed that Google Ads has rolled out gender-based exclusions for Performance Max campaigns, giving advertisers more demographic control.
Google uses personalized data or contextual signals to estimate gender.
If your brand targets a specific gender (e.g., women’s wellness or men’s grooming), you can now exclude irrelevant gender segments to improve CTR, conversion rates, and ROI.
Even non-gendered brands can use this to refine testing or segmentation strategies.
This feature is currently in beta and available under campaign settings. Some exceptions apply. For example, US Finance ads are excluded due to regulatory restrictions.
