To exclude an entire device type (like all mobile phones or all tablets) from a Search, Display, or Video campaign, you must set the Bid Adjustment for that device to 100%.

This is the only method to completely opt-out of a device type, as a 100% adjustment overrides your base bid, making your ad ineligible to show on that device.

For Search, Display, and Video Campaigns:

You can exclude devices by setting a bid adjustment. In your Google Ads account, select the campaign you want to modify, then navigate to the “Devices” section under “Insights and Reports” and “When and where ads showed”. To exclude a device type, you can decrease the bid by 100%.

For Display Campaigns:

You have more detailed device targeting options for Display campaigns.

1. In your Google Ads account, go to the Campaigns section.

2. Select one of your Display campaigns and click on the        near the campaign

3. Click “Additional settings,” expand the “Device: target selected mobile devices and tablets” section and click Edit next to “Devices.”

4. You can then uncheck the box next to any device type to stop showing ads on it.

5. For more granular control, you can click on individual options to target specific operating systems, device models, or carriers.

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Result: Your ad will no longer be eligible to show on that specific device type within that campaign or ad group.The 100% adjustment effectively sets the bid to £.

For Performance Max Campaigns:

While you cannot directly exclude devices in Performance Max campaigns, you can influence device targeting. You can select which devices your campaign is enabled on at the campaign level. To reduce traffic from mobile devices, you can use conversion value rules to decrease the value of conversions from mobile.