⚡️Google Spam Update / Google Ads Exclusions / Guest Posts / Local Search AI / Search Hasn't Dipped
I'm back with another edition of Local Marketing Minute, where you can explore this week's best handpicked Local SEO, AI, & Ads insights and news.
Tip of the Week👇
🎯 How to Sharpen Your Google Ads with Demographic Exclusions
Running Google Ads without adjusting demographics is like handing out flyers on the street with a blindfold on 👀—sure, someone will grab one, but probably not the right people.
Here’s how to take control and make sure your ads land in front of the people who actually matter:
1️⃣ Get to Know Your Audience
Google gives you four “basic” demographic levers:
Age (18-24, 25-34, etc.)
Gender (Male, Female, Unknown)
Parental status (Parents vs. Not Parents)
Household income (Top 10%, 11-20%, etc.)
By default, you’re targeting everyone.
2️⃣ Exclude Like a Pro
Exclusions let you politely say “no thanks” to audiences that definitely just don’t fit.
Selling retirement planning? 🚫 Exclude 18-24 year-olds.
Marketing luxury products? 🚫 Maybe skip lower income brackets.
BUT—don’t go exclusion-crazy! Removing “Unknown” can chop off a big slice of your reach.
Think scalpel, not chainsaw. 🔪
3️⃣ Where to Find the Magic Button
Two quick routes:
Option A: Audiences Page
Go to Campaigns → Audiences → Edit exclusions
Pick Campaign or Ad Group → Browse → Select → Save 🎉
Option B: Demographics Table
In the same Audiences view, click Show table
Hit the three dots → View exclusions
Check the boxes → Save ✔️
Easy peasy.
4️⃣ Always Check the Data First 📊
Before excluding anyone, peek at your reports. Maybe 18-24 year-olds are buying from you, even if you assumed otherwise.
Use Audience Insights in Google Ads
For Performance Max, head to Insights & Reports → Audience Insights
Data before decisions—always.
💡 Pro Tip: Don’t just look at cost per click. Track conversions and ROAS (Return on Ad Spend). Sometimes a group looks “expensive” but actually delivers your highest-value customers, clients, or patients.
⚡ Quick Recap:
Review your demographics 👀
Spot underperformers 📉
Exclude with care 🎯
Track the results 📊
Refine and repeat 🔄
Use exclusions smartly, and suddenly your ads stop feeling like wasted pennies and start feeling like laser-guided marketing missiles 🚀.
👉 Book your free 15-min discovery call
Here's my weekly handpicked articles for August 28, 2025👇
Google August 2025 Spam Update Unleashed
Google rolled out the August 2025 spam update on August 26, 2025, around noon ET. This update is hitting worldwide and in all languages, so it might take a few weeks to finish rolling out.
Guest Posts: What They Are & How to Get Yours Published
Guest posting is a great way to get noticed by new people and build some trust with them. As you keep at it, you might start seeing more people searching for your brand and visiting your site directly because of your guest posts.
The future of AI in local search: how to prepare your business for localized AI search
Learn how to prepare your local business for the future of AI-driven search. This article offers expert tips on optimizing your Google Business Profile, managing reviews, and building authority to thrive in the new era of AI search.
New Research: 20% of Americans use AI Tools 10X+/month, but Growth is Slowing and Traditional Search Hasn’t Dipped
New research reveals that while over 20% of Americans are heavy AI tool users, their growth is slowing. Discover why traditional search hasn't dipped and how the "AI vs. Search" narrative may be overblown.
AND...Whenever you're ready...here's how we can help you land more and better local clients, customers, or patients:
15-Min Discovery Call with Justin: In 15 minutes, you'll get personalized insights, a no-pressure digital assessment of your business, and explore potential strategies to increase qualified leads, phone calls, & appointments. Book your free 15-min discovery call now.
Free Local AI SEO Performance Audit: Get a complete overview of your Local AI SEO performance in seconds. Get your FREE audit now.
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