{"id":7723,"date":"2026-09-07T16:25:18","date_gmt":"2026-09-07T13:25:18","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=7723"},"modified":"2026-09-07T16:46:09","modified_gmt":"2026-09-07T13:46:09","slug":"exclude-ip-addresses-google-ads","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/exclude-ip-addresses-google-ads\/","title":{"rendered":"How and Why to Exclude IP Addresses in Google Ads"},"content":{"rendered":"<div class=\"tldr\"><strong>In short:<\/strong> Add office, branch, and partner IP addresses to your exclusions so you do not pay for internal clicks. Use analytics and server logs to investigate suspicious traffic spikes.<\/div>\n\n\n<p class=\"wp-block-paragraph\">Some of your ad budget may be spent by people who will never become customers. Competitors or fraudsters can click ads deliberately, while employees and partners may use an ad to reach your website without realizing that every visit costs the business money.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Ads IP exclusions stop ads from appearing to known sources of unwanted traffic. Here is when this control helps, where to find the addresses you need, and how to spot possible click fraud.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why exclude IP addresses<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">IP exclusions help prevent ads from being shown to irrelevant users. That can reduce wasted spend and protect your <a href=\"\/blog\/en\/roas-vs-roi-vs-acos\/\">return on advertising investment, or ROI<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not every click signals genuine interest in your product or service. A click can be accidental, internal, or deliberately harmful. Traffic filtering is most useful in two common situations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Reason 1: stop deliberate ad clicks<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your ad may be clicked deliberately by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Competitors.<\/strong> They can consume your daily budget so their own ads move higher in Google results.<\/li>\n\n\n\n<li><strong>Professional click fraud operators.<\/strong> They may use bots, bot farms, malicious software, and servers to target medium and large businesses.<\/li>\n\n\n\n<li><strong>Advertising site owners.<\/strong> They earn from ad clicks through Google AdSense. This risk mainly concerns the Google Display Network.<\/li>\n\n\n\n<li><strong>Dishonest providers of click fraud protection.<\/strong> They create the problem first, then stop the attack and present the improvement as the result of their paid service.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Paid clicks that produce no sales drain the budget. Suspicious activity should therefore be identified as early as possible. Adding a known IP address to the exclusion list is one practical way to stop simple click fraud from a specific person or location.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Amateur click fraud from a few known addresses is relatively easy to block. A professional attack is harder because it can involve many IP addresses, devices, bots, and virtual computers around the world. You cannot exclude every address manually, so these cases may require a paid specialist service.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Reason 2: remove internal clicks on brand searches<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Clicks from employees create two problems:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>they distort statistics and analytics, which can lead to false conclusions and pointless optimization;<\/li>\n\n\n\n<li>they spend advertising budget without a business benefit.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">When an employee needs information from the company website, they may search for the business, product, or brand and click the first result. That result is often an ad. If several people repeat this habit every day, the company continually pays for its own internal traffic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Excluding the IP addresses of offices, branches, and close partners helps remove these clicks from brand campaigns and keeps the data cleaner.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2026\/09\/vis-2131-en.png\" alt=\"Why exclude IP addresses\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Where to find IP addresses for exclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To stop showing ads to the IP addresses used by your home, office, hosting provider, or branches, follow these steps:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Open the What Is My IP website on a computer at the relevant location.<\/li>\n\n\n\n<li>Copy the public IPv4 address and check whether the same connection also uses a public IPv6 address. Collect both when available; ask your network administrator if the service does not show all addresses.<\/li>\n\n\n\n<li>In Google Ads, select Admin and then Account settings. Enter the collected addresses in the IP exclusions field, one per line, and save the change.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Repeat this process at every location where you want to stop ad delivery. Employees at other branches can check the IP address themselves and send the value to you.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Add every collected address to the same field. Google advises excluding <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2456098?hl=en\">all versions of the relevant IP address<\/a>. The exclusion applies to listed addresses, not permanently to a person: another network or a changed address may still receive ads. Review the list when connections change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you want to uncover other hidden sources of wasted budget and decide which settings deserve attention first, start with a structured review of the advertising account.<\/p>\n\n<!-- cta-anchor -->\n\n\n<h2 class=\"wp-block-heading\">A real example from my work<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One company I worked with sold rare combine harvesters for agriculture. While reviewing its paid search activity, I noticed an unusually high number of clicks. Demand should have been limited in such a narrow market, so the volume looked suspicious.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A closer check showed that the company&#8217;s sales partners regularly entered through its ads. They searched Google for information about the machines and clicked the advertised company name in the results. After their IP addresses were excluded, the click count dropped immediately and the company cut its advertising costs in half.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to spot possible click fraud<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">An advertiser may not realize that unwanted clicks are happening. Investigate the traffic if you notice:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>sudden jumps in CTR;<\/li>\n\n\n\n<li>a rising bounce rate as visitors leave the site immediately;<\/li>\n\n\n\n<li>shorter time spent on the page;<\/li>\n\n\n\n<li>an uneven distribution of clicks by time of day, day of week, or device when the business does not explain the pattern;<\/li>\n\n\n\n<li>unusual geographic patterns.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What to do when someone is clicking your ads deliberately<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you suspect deliberate clicks, investigate promptly. The sooner you stop the activity, the less money you lose.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ask your hosting support team for an IP report or server logs. Addresses responsible for the highest number of requests should be checked first.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ask the hosting support team to help interpret the report and identify the following information for the addresses under review. Available details depend on the reporting service:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>its approximate location;<\/li>\n\n\n\n<li>the internet provider;<\/li>\n\n\n\n<li>the country.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The request log shows which pages were visited from a specific address. That browsing path may reveal an employee. Thousands of requests from one IP address are also a clear reason to investigate. Add suspicious addresses to the exclusions just as you would add office and partner addresses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Analytics reports can also help identify unusual traffic. You can contact Google support to ask for a review of the advertising activity and particular addresses.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Other ways to protect against click fraud<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google applies its own protective measures:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>automatic filtering removes the least sophisticated attempts to click ads fraudulently;<\/li>\n\n\n\n<li>automated analysis examines user behavior on the website, and Google may refund advertising costs when it detects suspicious activity.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You can add other controls as well:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>create audience exclusions so a visitor does not see the ad again for one day after a site visit, or after three visits without a conversion;<\/li>\n\n\n\n<li>exclude poor advertising placements, especially on the Display Network, by reviewing channels that produce no conversions or immediate exits;<\/li>\n\n\n\n<li>use a paid service such as PPC Protect, which analyzes traffic at the moment of the click and automatically adds a suspicious IP address to the exclusions.<\/li>\n<\/ul>\n\n\n\n<div class=\"graph-related\">\n<p><strong>Related reading<\/strong><\/p>\n<ul>\n<li>How to turn off automatically applied Google Ads recommendations (in Russian; English translation unavailable)<\/li>\n<\/ul>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">When this does not apply<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Manual IP exclusions will not stop a professional attack that uses many addresses, devices, bots, or virtual computers in different countries. A list of exclusions is not enough in that situation. You need ongoing monitoring, analytics, and specialist protection.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For known addresses used by employees, partners, and unsophisticated attackers, IP exclusion remains a practical way to reduce waste. Review traffic regularly so you can identify new anomalies and stop paying for ineffective ad delivery.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Excluding IP addresses in Google Ads protects your budget from unwanted clicks by staff, partners, and bad actors.<\/p>\n","protected":false},"author":0,"featured_media":7725,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[152],"tags":[],"class_list":["post-7723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-setup","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How and Why to Exclude IP Addresses in Google Ads - \u0411\u043b\u043e\u0433 \u0406\u0433\u043e\u0440\u044f \u0406\u0432\u0456\u0446\u044c\u043a\u043e\u0433\u043e \u043f\u0440\u043e Google \u0440\u0435\u043a\u043b\u0430\u043c\u0443<\/title>\n<meta name=\"description\" content=\"Excluding IP addresses in Google Ads protects your budget from unwanted clicks by staff, partners, and bad actors.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivitskiy.com\/blog\/en\/exclude-ip-addresses-google-ads\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How and Why to Exclude IP Addresses in Google Ads - 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