For Performance Max users
How to exclude apps from Performance Max
Paul Parnell. I run the ads and follow-up for home service companies.
To exclude apps from Performance Max, you block them at the account level. There is no app switch inside the campaign. Go to Content suitability, add the apps you found to your excluded placements, and check the reports again in two weeks.
It takes a few minutes. Here is each step.
Why this matters
Performance Max runs your ads across Search, YouTube, Display, Maps, and apps. Google picks where the money goes. I found a client's budget going to mobile gaming apps. Kids tapping ads between levels of a phone game. The clicks looked normal on the dashboard. The leads were junk. Here is that story.
Step 1: See where the money goes
- Open the channel performance report for the campaign. It shows spend by channel: Search, YouTube, Display, Maps, and more.
- Pull the "when and where ads showed" report for the same dates.
- Look for apps, games, and sites with clicks and no calls or forms.
Step 2: Exclude apps at the account level
- In Google Ads, open Tools, then Content suitability.
- Go to Advanced settings, then Excluded placements.
- Add each app you found in Step 1, by name or app ID.
- Save.
Account-level exclusions apply to every campaign in the account, not just Performance Max. If you run other campaigns, check those campaigns after you save.
Step 3: Exclude content you never want
In the same Content suitability screen, exclude the content types and themes that do not fit your buyer. Your buyer is a homeowner, not a kid playing a game.
Step 4: Add negative keywords
Performance Max now takes negative keywords at the campaign level. Start with words from people who will never hire you:
DIY, free, how to, jobs, hiring, salary, training, certification
These only work on Search and Shopping, not on apps or YouTube. That is why Step 2 matters. Never block a service you sell. Read your search terms first.
Step 5: Check it worked
Google says it cannot promise every app gets blocked. Pull the same reports again in two weeks. If an app or site still shows up with clicks and no leads, add it by name.
And judge on your own numbers. If a placement brings booked jobs, keep it. Count booked jobs, not clicks.
Common questions
Can you exclude apps from Performance Max?
Yes, at the account level. Open Tools, then Content suitability, and add the apps to your excluded placements. There is no app setting inside the campaign itself.
Where are placement exclusions for Performance Max?
In Google Ads, under Tools, then Content suitability, then Advanced settings and Excluded placements. Performance Max follows account-level exclusions.
Do account-level exclusions affect other campaigns?
Yes. An account-level exclusion applies to every campaign in the account, not only Performance Max.
Will blocking apps hurt my Performance Max results?
Check your own numbers first. If apps bring booked jobs, keep them. If they bring clicks and no calls, block them and judge the campaign on booked jobs.