Glossary
What are IP exclusions in Google Ads?
Melvin Salas1 min readVerified 12 November 2026
Short answer
IP exclusions are a Google Ads account setting where you can manually exclude IP addresses that you believe are generating invalid clicks. Google's steps are to go to Account settings within the Admin menu, select IP exclusions and enter the IP addresses that you want to exclude.
Google says multiple clicks from the same IP address don't necessarily suggest invalid activity. Among its reasons are return visits, when individuals click an ad more than once while comparison shopping, and shared IP addresses, when an internet service provider assigns identical IP addresses to multiple users.
For an invalid traffic investigation, Google asks for a list of specific IP addresses that appear to be generating repetitive or non-converting clicks, and says investigations are limited to the past 60 days.
Our reading, not Google's: the risk of an exclusion is the shared address. Exclude one and you also stop showing ads to every real customer behind it. We would exclude an address only when the server logs show it clicking repeatedly and never converting, and keep a note of why, because the setting does not record the reason.
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