If you’re running Google Ads for your eCommerce store, there’s a good chance you’re losing money in places that never bring a single sale – and you probably don’t even know it.
In fact, this one small fix can help you:
Most advertisers completely overlook this – but it’s one of the first things we fix when taking over a new Google Ads account. Let’s walk through it step-by-step.
Google wants to show your ads as often as possible — that’s how they make money.
When you launch a Performance Max or Display campaign, Google automatically shows your ads across mobile games and app placements, where clicks are cheap… but rarely convert.
Think of it like this:
People playing “Candy Crush” or “Solitaire” are not looking to buy your products. Yet your ads still show there – and you pay for every accidental tap.
That’s why this optimization matters so much.
Here’s how to apply the fix step by step:
Go to your Google Ads account.
In the left menu, click on Tools & Settings → Content Suitability.
Scroll down to Excluded Placements.
Select App Categories → Mobile App Categories.
Expand each dropdown and manually exclude all app categories.
There are around 140 mobile app categories to exclude.
Yes – it takes a few minutes because there’s no “Select All” button, but it’s absolutely worth it.
Once done, hit Save.
You’ve now told Google: “Don’t show my ads inside mobile games or apps.”
Most sales for eCommerce stores come from Shopping and Search placements, not app traffic.
Mobile game placements often bring:
Low-quality clicks
Accidental taps
Zero purchase intent
Wasted ad budget
By excluding these placements, you force your campaigns to focus only where conversions actually happen — improving your ROAS almost instantly.
In accounts we manage, this simple change often saves 10–25% of total ad spend with zero loss in conversions.
Struggling to scale profitably? Learn how to do it yourself – Copy the setup tested on 100+ stores.
This setting is hidden deep under “Content Suitability” – not exactly where most people look when optimizing Google Ads.
Performance Max campaigns make it even trickier, since you can’t clearly see where your ads are being shown.
That’s why many advertisers unknowingly spend hundreds of euros per month on unprofitable placements.
It’s not their fault – Google doesn’t highlight it. But once you fix it, you’ll see a visible difference in spend efficiency.
After excluding app categories, keep an eye on your campaign’s Placement Report (under “Insights” or “Reports” tab).
Watch what happens over the next 7–14 days:
Fewer irrelevant impressions
Lower wasted spend
Higher ROAS
More stable campaign performance
The difference can be huge, especially if you’ve been running ads for months without exclusions.
Now that you’ve cut waste, redirect your freed-up budget to high-intent areas like:
Google Shopping Ads (highest purchase intent)
Search Campaigns targeting product keywords
Remarketing campaigns to warm traffic
This ensures every euro spent works toward actual sales – not accidental clicks.
This simple setting inside Content Suitability → Excluded Placements can instantly save you from wasting thousands per year in unnecessary ad spend.
It takes less than 10 minutes but has one of the biggest impacts on your campaign efficiency.
Now that your ad spend is protected, watch the next video to learn the Google Ads scaling strategy recommended by the Google Ireland HQ — used by top-performing eCommerce brands we manage.
Exclude mobile app placements under Content Suitability
Focus your budget on Shopping & Search traffic
Expect 10–25% less wasted ad spend
A must-do optimization for every eCommerce advertiser
Struggling to scale profitably? Learn how to do it yourself – Copy the setup tested on 100+ stores.
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