Heads upGoogle · Campaign setup · Mon, Nov 2, 2026

Performance Max can now exclude household income tiers at the campaign level across every placement

What changed

Google Ads API v26.1 (released Oct 28) added support for household income exclusions on Performance Max: create a negative CampaignCriterion with the income_range field to exclude tiers such as Top 10%, 11–20%, 21–30%, 31–40%, 41–50%, Lower 50%, or Unknown. Common Thread Collective confirmed on Nov 2 that the control is rolling out in PMax Demographics for ecommerce accounts and applies across Search, Shopping, YouTube, Display and Discover in the same campaign. The feature was previously limited to standard Search and Display. Coverage is progressive, so some accounts will see it before others.

What to do

Open a PMax campaign → Demographics → Household income and check whether exclusions appear. If you sell higher-ticket products in the US, pull income-bracket performance first, then test excluding one weak tier (often Lower 50%) and watch conversions for a week before adding more. Leave Unknown alone unless your own data clearly shows it underperforms — cutting it can shrink reach hard before BFCM. Agencies managing many accounts can set exclusions in bulk through API v26.1.