Household income exclusions spotted in Performance Max campaigns

Google appears to be rolling out household income exclusions for Performance Max campaigns, giving advertisers a level of audience control that hasn’t previously been available in PMax.

If the feature is widely released, it would allow advertisers to exclude specific household income segments directly at the campaign level.

What’s happening. A new setting has been spotted in a European Performance Max campaign that enables advertisers to exclude users based on Google’s estimated household income.

The available exclusion options include:

• Top 10% of household income.
• 11–20%.
• 21–30%.
• 31–40%.
• 41–50%.
• Lower 50%.
• Unknown household income.

The feature appears within campaign settings, allowing advertisers to remove selected income brackets from targeting.

Why we care. Household income exclusions could help advertisers in industries where income is a strong purchase signal such as luxury goods, financial services, automotive, or premium home services, better align campaign delivery with their target audience. Conversely, brands focused on value-conscious shoppers could exclude higher-income segments if appropriate.

Bottom line. Household income exclusions could become one of the more meaningful audience controls added to Performance Max, giving advertisers greater flexibility over who sees their ads while maintaining Google’s AI-driven campaign optimization.

First spotted. This update was spotted by Paid Search expert Thomas Eccel who shared spotting on LinkedIn.