This new Google Ads update gives you more control over ad targeting

Google Ads now lets you control which site pages fuel your Search ads.

Google just rolled out a quiet but powerful update to Search campaigns and if you're running DSA or dynamically generated search ads, this one’s for you.

Introducing: URL Inclusions & Exclusions.

You’ll now find this feature inside the “Keywords section” of your Search campaigns.

Here's what’s new:

- URL Exclusions:
You can now block specific site sections from being used in ad generation.
That means no more low-converting blog posts or irrelevant pages showing up in your dynamic ads.

- URL Inclusions:
You should be able to prioritize specific high-value pages (e.g., PDPs, seasonal collections)…
…but early reports say this feature isn’t fully functional yet.

Google’s notice says:
“Include specific pages from your website domain based on their category, page content, page title, or URL… or exclude pages you don’t want used for generating your ads.”

Why this matters for eCom brands:

If you've ever had a dynamic search campaign pull headlines from a random FAQ or outdated blog page, then you know the frustration.

With this update:

• You protect ad quality by excluding irrelevant URLs

• You optimise campaign performance by focusing Google’s automation on your best pages

• You tighten control over what gets surfaced in your dynamic ads, no more surprises

This only works at the campaign level for now, no ad group-level controls yet.

And here’s what you should do next:

• Audit your dynamic campaigns

• Use exclusions to block low-value or off-brand URLs

• Test inclusions cautiously, feature is still in beta

• Stay tuned as the functionality improves.

So pay close attention to your search term updates.

If you’d like our direct help to scale your brands with Google ads, we’re offering a limited number of spots to do just that.

Book a 30-minutes Google ads calendly.com/ad-lab-io/free-audit

We’ll give you:

• An in-depth audit of your account, where we'll uncover any weak spots that are silently wasting your budget and hidden revenue streams that you're not tapping into.

• A personalized 90-day roadmap to put you in the best position to scale your Google Ads profitably.

Patrick,

Founder and CEO of Ad-lab.