Google Ads’ Performance Max campaigns are known for their automation-first approach, but are often criticised for the lack of advertiser control. For years, marketers have asked for more levers to fine-tune targeting, especially when running campaigns for products that naturally appeal to one gender more than the other.
Now, a new Gender Exclusion Beta has started appearing in select PMax accounts. This new option allows advertisers to exclude male or female audiences directly within their campaigns.
It’s a small but significant update that could give brands the power to sharpen their targeting, reduce wasted spend, and create messaging that resonates more deeply with their intended audience.
Here’s everything advertisers need to know about the latest update.
What’s New: Gender Exclusion Feature On PMax
Google Ads has introduced a beta feature in Performance Max (PMax) that enables advertisers to exclude audiences by gender. Previously unavailable in this campaign type, the feature first appeared around mid-July 2025.
Aleksejus Podpruginas, Senior Google Ads Campaigns Specialist, posted the update on LinkedIn and wrote, “Not long ago, I shared that Google was testing a new Performance Max beta — the ability to exclude genders from your PMAX campaigns. Well… today, I saw it live for the first time!”
The new Gender Exclusion Beta lets advertisers:
- Exclude male, female, or keep both included.
- Create separate campaigns for each gender if your products or services cater differently.
- Gain greater audience control without abandoning PMax’s automation benefits.
This feature has started to appear in some advertiser accounts, usually marked with “No genders excluded” as the default setting. If you don’t see it yet, you may need to ask your Google Ads representative to add it to the beta.
Why It Matters
1. More Control in PMax
Marketers have long wanted more control over PMax campaigns. Gender exclusion adds granular demographic control to PMax, which previously relied heavily on automation and lacked the precision other campaign types offered.
2. Smarter Segmentation
This feature enables precise audience segmentation. Particularly useful for gender-specific products (e.g., underwear, grooming, wellness), allowing more efficient spend allocation and reducing wasted exposure. Here’s how this helps advertisers.
Run tailored campaigns for men and women with:
- Customised product feeds
- Personalised ad copy and visuals
- Messaging that feels relevant to each audience
3. Improved ROAS & Conversion Rates
Avoid wasted impressions on the wrong gender group and align ads to audiences that are most likely to convert. Advertisers can expect improvements in:
- Click-through rates (CTR)
- Conversion rates
- Return on ad spend (ROAS)
- Profit on ad spend (POAS)
In short, better alignment between ads and audience usually leads to better outcomes.
Potential Benefits for Marketers
Here are some of the top benefits this feature can have for marketers:
- Sharper Targeting: Only reach the customers most likely to convert.
- Improved Ad Relevance: Use creative that speaks directly to each gender.
- Reduced Wasted Spend: Avoid showing ads to audiences unlikely to buy.
- Enhanced Creative Relevance: Tailor imagery, tone, and product offerings by gender to drive engagement
- Competition Advantage: Early access through Google Ads representatives gives brands a head start while competitors are still unaware of the feature.
How to Access and Use the Feature
- Check your PMax campaign settings. Look for “gender-based exclusions” with options like “No genders excluded” by default.
- Request beta access via your Google Ads rep if you don’t have it yet.
- Test separate campaigns. For example, one PMax campaign focused on male audiences and another on female audiences.
- Tailor your product feeds and ad copy. Don’t just exclude. Use segmentation to speak directly to each audience.
- Monitor performance metrics like CTR, ROAS, and conversion rates to measure the uplift.
Note: Certain verticals (e.g., U.S. financial services) may have restrictions due to regulatory constraints.
Strategic Considerations
- Don’t forget “Unknown” audiences. Keep an eye on “unknown” gender/age buckets. Excluding them entirely might cut off valuable conversions, so test carefully before making blanket exclusions.
- Create gender-specific campaigns. Maintain separate campaigns for each gender to ensure clear performance attribution and optimisation.
- Pair with other controls. Combine gender exclusion with age, device, or geographic segmentation to further refine results.
- Iterate continuously. Use the data from gender-specific campaigns to refine creative, product feeds, and targeting strategies.
- Continuously monitor metrics. Monitor metrics (CTR, ROAS, conversion rate, CPA) and iterate on creative based on what resonates with each audience.
Use Cases: Who Benefits Most?
This update is especially useful for:
- E-commerce (e.g., underwear/lingerie brands): Run separate PMax campaigns for men and women, each with gender-specific product feeds and messaging.
- Athletic Apparel & Grooming Products: Segment campaigns by gender to feature targeted visuals and ad copy.
- Fashion and Apparel: Useful to create distinct campaigns for brands selling men’s and women’s lines.
- Health & Beauty: Use creative campaigns for skincare, grooming products, or supplements tailored by gender.
- Gift-oriented Stores: Gender segmentation helps tailor both product discovery and ad copy.
- Broader Brands (e.g., fitness programs or accessories): Use gender exclusion to test messaging performance across genders or to fine-tune demographic reach.
The new Gender Exclusion Beta in Performance Max bridges a huge gap by giving advertisers more control over an automated campaign type. While PMax thrives on Google’s machine learning, adding this layer of targeting ensures that marketers can cut down on wasted impressions and deliver more relevant ads.
By combining algorithmic reach with precision targeting, marketers can now elevate personalisation and performance. If you haven’t yet, reach out to your Google Ads rep and see if you're eligible to test it. Early movers often reap the biggest rewards.
Want help crafting gender-specific campaign tactics or testing frameworks?
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
.png)
