How to exclude mobile app placements from Performance Max

To exclude an individual mobile app from Performance Max, review the placement and add the exact app in the client account’s Content suitability settings. A manager placement list can also reach a linked client account when it is applied there. Both routes can affect other eligible campaigns in that account, so review the scope before saving.

Filter for mobile app placements

1. Open the Performance Max placements report in Report Editor. Add the Performance Max placement type column and filter it to Mobile App. Save the campaign and date range with the export.
2. Identify the exact app in its store listing or by its placement identifier. Keep display name and package or numeric ID together. Similar names can refer to different apps.
3. Use the impression count to prioritize inspection. Google describes this report as a brand-safety tool with limited inventory coverage. The Mobile device segment, the Display channel, and the Mobile App placement type describe different scopes.

Use the read-only placement exporter if you prefer CSV from Google Ads Scripts. Its output contains impressions for review. Keep cost and outcome analysis at the channel or campaign grain supported by the native reports.

Google Ads placement report and placement types and channel performance report.

Prepare the exact app IDs

Paste only the rows you have reviewed into the local placement builder. For Android, it extracts the Google Play package name from the store URL. For iOS, it extracts the numeric app ID. Review the output before applying any entry. Names alone need a store link or exact identifier.

Try this synthetic example CSV in the tool. It yields two app entries, removes one duplicate, and skips the header and the name-only row. The example IDs are for practice.

Placement
https://play.google.com/store/apps/details?id=com.example.puzzlegame
mobileapp::2-com.example.puzzlegame
https://apps.apple.com/us/app/example-game/id000000000
Example game name

mobileapp::2-com.example.puzzlegame
mobileapp::1-000000000

Google’s mobile app placement ID formats.

Use the control that matches the intended scope

• A specific app in one client account: open Tools → Content suitability → Advanced settings → Excluded placements. Select the exact app in Browse, or enter the supported ID if the entry field accepts it. Review the resolved app and save.
• An app category: if Browse offers app categories, inspect the store and category labels before saving. This is broader than excluding a reviewed app. Review the other eligible campaigns that use the same account.
• A maintained list for multiple clients: confirm the placement exclusion list exists in the manager account, contains the intended entries and is explicitly applied to each intended linked client. Check the assignment after saving.

If the issue is broader Display spend, inspect Channel Prioritization where available. Google is rolling it out by account. The Display channel setting affects channel allocation. Placement exclusions address particular inventory. Use the PMax traffic guide for other controls and conversion feedback.

Account-level exclusions and Change history, manager list assignments and channel prioritization rollout.

Read back the saved scope and entries

Reopen Excluded placements in the client account and inspect the saved app or category. Confirm the account-level Change history entry. For an inherited list, check the manager list content and its assignment in the client’s sub-account settings. A generated text file is only preparation for this step.

If you already have authorized Google Ads API read access, this read-only query lists customer-level mobile application and app category criteria exposed in the selected client. The API app field uses 2- or 1- without the mobileapp:: prefix. Check manager list content and assignment separately in the UI.

SELECT
  customer_negative_criterion.resource_name,
  customer_negative_criterion.type,
  customer_negative_criterion.mobile_application.app_id,
  customer_negative_criterion.mobile_app_category.mobile_app_category_constant
FROM customer_negative_criterion
WHERE customer_negative_criterion.type IN ('MOBILE_APPLICATION', 'MOBILE_APP_CATEGORY')

Google Ads API customer negative criterion fields.

Check later impressions and qualified outcomes separately

Google says new account-level placement exclusions usually take effect within 12 hours. Compare fresh report dates after activation and verify the campaign and client scope. A report spanning the change includes historical impressions. If an entry still shows later, check the exact identifier, report date and saved scope before making another change.

Keep qualified leads and actual campaign cost in their own comparison. An app impression establishes where the ad appeared. If spam is still being counted, trace which conversion action receives it and inspect the site or CRM event. Start an AdProtektor trial to review observed visits and configure protection for the website.

Download the exclusion review worksheet to record scope, read-back, later impressions and business outcomes.

PERFORMANCE MAX MOBILE APP PLACEMENT REVIEW

Client account, manager account if relevant, and campaign scope:
Placement report window, timezone and saved export:
App display name and exact Google Play package or App Store numeric ID:
Impressions in the selected report:
Why this placement is unsuitable:
Other campaigns in the account that could be affected:

Proposed scope (specific apps, categories or assigned manager list):
Exact intended entries or category names:
Original settings and person responsible for rollback:
Saved scope, entry read-back and change history time:
Manager list assignment and revision, if used:

Post-change report dates after activation:
Same placement and campaign scope in the later report:
Separate channel spend and qualified-outcome comparison:
Other changes that could affect the comparison:
Next decision and review date: