Google Ads has rolled out a new gender exclusion capability within Performance Max (PMAX) campaigns, now available in advertiser dashboards. Initially tested in beta, this enhancement allows advertisers to remove selected genders from their PMAX targeting, providing an extra layer of precision in campaign management.

Why This Matters

The introduction of gender-based exclusions is a valuable upgrade for advertisers aiming for more accurate audience targeting. By refining campaigns in this way, businesses can better align their ads with relevant customer segments.

For instance, an online retailer offering both men’s and women’s underwear could:

• Run dedicated campaigns tailored to each gender
  

• Use separate product feeds for different audiences
  

• Write ad copy that resonates with each segment
  

Such adjustments can lead to stronger performance metrics, including higher revenue, improved conversion rates, and better returns on both ROAS (Return on Ad Spend) and POAS (Profit on Ad Spend).

Advertisers with a dedicated Google Ads account representative should request early beta access; adopting it before general availability may deliver a strategic advantage. Refer to the Google Ads Guide for operational guidance.