Google Ads has officially started rolling out a long-awaited feature for Performance Max (PMax) campaigns—Age Exclusions! 

This update gives advertisers full control over age targeting, allowing them to exclude specific age groups directly within the campaign settings. It’s a big improvement from the previous setup, where you could only set demographic exclusions at the asset group level—and only in broad ranges (like 18–34 or 25–48). That made it tricky to block out irrelevant age segments with precision.

With this new feature, you can now:

✅ Exclude specific age brackets (e.g., 18–24, 45–54, etc.)
✅ Improve audience relevance
✅ Make your budget go further by avoiding low-intent age groups

How to see if it’s available in your account:

1. Open a PMax campaign

2. Click on Campaign Settings

3. Scroll to the Age Exclusions section (under Brand Exclusions)

If you see it, you’re part of the rollout and can start customizing your age targeting right away!

Note: This feature is still in beta and may not be available in all accounts just yet, as Google is rolling it out gradually. 

Thomas Eccel spotted this change.