Скачать или смотреть How to Use Google Ads Demographics (1 Easy Way to Exclude Age, Income, and Devices)

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If you’re running Google Ads and wondering why you’re not seeing a 12 to 31x return, your demographics might be the missing link. In this video, I walk you through how to read your Google Ads demographics properly so you can spot where your money is leaking and shift spend into the people who actually buy. We’ll look at demographic targeting, household income, parental status, age groups, and devices across each campaign. I show you how to use demographic data inside any search campaign or ad campaign and how to apply the right bid tweaks without hurting scale. You’ll also see how detailed demographics and audience segments help you understand which user-based groups bring real revenue, so you don’t waste money on clicks that never convert.

Learn how Performance Max really works and how your audience signals, budgets, and goals tie in with the age and income tweaks from this video: https://josiahroche.co/blog/how-do-pe...
Figure out what you can safely pay per click and still stay profitable with this clear breakdown of Google Ads costs: https://josiahroche.co/blog/how-much-...

Skip to Section:
0:00 Intro
0:10 Checking Device Performance
1:09 High Value Age Groups
2:07 Using Income Data
3:01 Adjusting Demographics Inside PMax

⏯️ Hungry for more videos? Check these out:
If you want to stop bad searches from eating your budget after you clean up ages and devices, watch how I use negative keyword lists step by step:    • How to Use Negative Keyword Lists in Googl...  

If you’re running Performance Max and want to squeeze more from the traffic you keep after exclusions, learn how to use Search Terms Insights to boost ROAS here:    • How to Use Search Terms Insights in Google...  

✅ More related resources:

Learn how to set up conversion funnel tracking in under two minutes so you can see which ages and devices drive real revenue:    • How to Set Up Conversion Funnel Tracking (...  

Watch this breakdown of three ways to structure your Google Ads so your device and demographic tweaks plug into a clear account setup:    • 3 Ways to Structure Your Google Ads (And t...  

➡️ Frequently Asked Questions (FAQs)

Q: Why do demographics matter so much in Google Ads if I want a 12 to 31x return?
A: Most advertisers overlook demographics because they assume Google does all the targeting for them. But when you break the campaign down by each demographic, you often find ages or income levels that drain the budget. Tweaking demographic targeting inside the campaign or ad group shifts more spend into user-based groups that actually buy, which is how accounts move closer to that 12 to 31x range.

Q: How should I approach age and gender in my Google Ads demographics?
A: Look at the conversion value first. Some age groups convert less but spend more. If a specific demographic brings strong value, raise your bid gently. If it brings nothing after 60 to 90 days, test an exclusion in the campaign. The aim is to guide performance, not make huge changes overnight.

Q: How useful is household income inside a Google Ads account?
A: Household income can show which income brackets are actually being spent. If lower brackets generate clicks with no revenue, a small bid adjustment or exclusion inside the ad group can help. When paired with detailed demographics, you can understand intent much better and avoid wasting budget.

Q: What role does parental status play in demographic targeting?
A: Parental status matters if your offer helps families or saves time. Parents often browse at different times and convert differently. If you see a higher conversion value from certain parental status groups, shift bids in the campaign so more budget goes their way. It’s an overlooked metric in Google Ads campaigns.

Q: Can I use detailed demographics with audience segments in the display network?
A: Yes. In the display network, detailed demographics paired with audience segments and in-market data give you a clearer read on behaviour. This lets you adjust your bid or targeting based on users ' patterns, not guesswork. It’s helpful for controlling spend at scale.

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