Ad Platform Guide
Performance Max ZIP exclusions
Campaign-level ZIP exclusions and donut rings — the geo lever that holds.
Campaign settings vs asset groups
PMax location targeting lives in campaign Settings → Locations (includes and excluded locations). Location assets on an asset group are store/address assets — a different feature. Set ZIP includes and excludes on the campaign if you want geo to hold.
Why an exclusion ring beats include-only
PMax will test adjacent ZIPs. Pair a service-area include list with an exclusion ring for places you do not serve (a donut around the area you cover, or a rest-of-country exclude). The live demo is radius only; donut / exclusion rings are Starter and Pro.
Paste limits still apply
Same Google Ads mechanics as Search: 1,000 locations per bulk paste, 10,500 location targets per campaign (targeted plus excluded). Repeat pastes for long lists. Starter and Pro CSV export splits batches.
Census ZCTA is not Google's ZIP reach
Exclusion lists use Census ZCTA polygons. Google may still expand each ZIP slightly. Presence targeting reduces 'interest' leakage; it does not make ZCTA identical to Google's ZIP shape.
Saved searches
Named searches save locally on Free and Starter. Cloud sync is Pro. Agencies are an audience, not a billed tier.
Where to find it in the UI
Step-by-step: ZipFencer → Performance Max
- 1
Build the ZIP list for the area you serve. The live demo is radius only (no signup).
- 2
On Starter or Pro, add a donut exclusion ring for the area you do not serve. Demo cannot build donut lists.
- 3
In the PMax campaign, open Settings → Locations — not the asset group — and add inclusion ZIPs (1,000 per paste; repeat as needed).
- 4
Open Excluded locations and paste the exclusion list the same way.
- 5
Set Location options to Presence. Recheck geo reports later — ZipFencer does not sync live Google Ads.
Build the list
Build a PMax ZIP exclusion list
This page is the campaign-level HowTo. Use the PMax exclusions page to try the live demo and export a list.
Gotchas to avoid
- PMax geo lives in campaign location settings. Asset-group location assets (store addresses) do not replace campaign ZIP includes or excludes.
- Google tests fringe locations. Without an exclusion ring, PMax will spend on adjacent ZIPs.
- Inclusion-only setups underperform: pair an inclusion list with a donut / rest-of-area exclusion. Donut mode is Starter and Pro; the demo is radius only.
- Census ZCTA is not identical to Google ZIP reach — expect slight expansion beyond the polygon.
Frequently asked questions
Other platforms
Build your Performance Max ZIP list in 60 seconds
Try the live demo with no signup, or open the builder to export a CSV on Starter & Pro that drops right into Performance Max.