IP Exclusions & Block Unwanted Clicks
When running Google Ads, not every click you receive is useful. Some clicks may come from:
- Competitors
- Bots
- Fake users
- Repeated clicks from the same IP
- Staff or team members testing your ads
- Unwanted locations
These unnecessary clicks waste your budget and reduce campaign performance. To prevent this, Google Ads allows you to use IP exclusions and click protection methods so you can block unwanted or suspicious traffic.
What Are IP Exclusions in Google Ads?
IP Exclusions allow you to block your ads from showing to specific IP addresses.
When someone from that IP tries to view or click your ad, Google simply doesn’t show it to them. This helps prevent:
- Fake clicks
- Competitor clicks
- Your own team from accidentally clicking your ads
- Agencies testing the ads
- People in your office clicking out of curiosity
IP exclusion gives you more control over where your budget is spent.
Why Should You Block Unwanted Clicks?
✔ Save Your Budget
Avoid wasting money on clicks that will never convert.
✔ Improve Campaign Performance
Cleaner traffic = better CTR, conversion rate, and quality.
✔ Protect Against Competitors
Stops rivals from manually clicking your ads.
✔ Keep Data Accurate
Prevents fake clicks from affecting your reports.
✔ Improve ROI
More genuine clicks lead to better results.
When Should You Use IP Exclusions?
Use IP exclusions when you notice:
- Sudden spike in clicks with no conversions
- Suspicious behavior from specific regions
- Competitors clicking repeatedly
- Your own staff testing ads
- Unusual bounce rate from same IP
- Bots or automated tools hitting your ads
Also useful when:
- Running local business ads
- Avoiding spam leads
- Testing campaigns internally
How IP Exclusions Work
- You identify the unwanted IP address
- Add it to the IP Exclusion List inside Google Ads
- Google blocks your ads from showing to that IP
- You save budget & avoid fake clicks
Google allows you to block multiple IPs at the account or campaign level.
How to Add IP Exclusions in Google Ads
Step 1: Log in to Google Ads
Go to your account dashboard.
Step 2: Navigate to “Account Settings”
- Click Tools & Settings (top right)
- Under Setup, choose Account Settings
Step 3: Click “IP Exclusions”
Scroll down until you see IP exclusions.
Step 4: Add the IP Addresses
Enter the IPs you want to block such as:
- Competitor offices
- Internal office IP
- Suspicious repeated IP
You can add multiple IPs—each in a separate line.
Step 5: Save
Your ads will no longer show to those IP addresses.
Real-Life Example
Example: “CoolTech AC Repair – Bangalore”
Problem: The business noticed:
- 20–30 clicks daily
- Zero conversions
- Most clicks coming from the same IP range
This looked suspicious (likely competitor clicks).
What They Did:
- Checked analytics logs
- Identified the repeating IP
- Added it to IP exclusion list
- Clicks reduced
- Lead quality improved
- Budget lasted longer
Outcome: Less waste, more genuine AC service enquiries.
Other Ways to Block Unwanted Clicks
IP exclusions aren’t the only protection method. You can also use:
1. Location Exclusions
Block countries, regions, or pin codes that bring spam.
2. Negative Keywords
Avoid irrelevant clicks from wrong search terms.
3. Frequency Capping (for Display/Video)
Limit how many times the same person sees your ad.
4. Google’s Automatic Invalid Click Protection
Google automatically filters:
- Bot clicks
- Repeated clicks
- Invalid traffic
These are refunded automatically.
5. Third-Party Click Fraud Protection Tools
Tools like:
- ClickCease
- Clixtell
- PPC Protect
help detect fraud patterns.
Best Practices for IP Exclusions & Click Safety
✔ Monitor your IP logs weekly
✔ Block internal office IP immediately
✔ Exclude competitor locations
✔ Watch for unnatural click spikes
✔ Use click fraud tools for large budgets
✔ Combine exclusions with tight geo-targeting
✔ Don’t over-block—keep it data-driven
✔ Use negative keywords to reduce irrelevant searches