> Quick answer: Google Ads income targeting works across Search, Display, Video, Gmail, and Demand Gen campaigns in 21 countries. Go to Audiences, click the Household Income tab, select your income brackets, and save.
Income targeting in Google Ads puts your ads in front of people based on estimated household income. It works across multiple campaign types and 21 countries. Here is everything you need to set it up and use it well.
What is Income Targeting in Google Ads?
Per Google's Ads Help Center, household income targeting lets you reach users based on where their earnings rank relative to other households in their country.
Household income brackets available
Google offers seven brackets: Top 10%, 11-20%, 21-30%, 31-40%, 41-50%, Lower 50%, and Unknown.
Where it's supported (countries and campaign types)
Income targeting is available in 21 countries: Australia, Brazil, Canada, Colombia, Hong Kong, India, Indonesia, Israel, Japan, Malaysia, Mexico, New Zealand, Philippines, Russia, Singapore, South Korea, Taiwan, Thailand, United Arab Emirates, United States, and Vietnam.
It runs on Search, Display, Video, Gmail, and Demand Gen campaigns.
How Google determines income
Google estimates household income from multiple signals. These include Google account settings, data from Display Network publishers, and browsing behavior across Google properties and third-party sites.
How to Set Up Income Targeting in Google Ads
Google's documentation on adding demographic targeting to an ad group outlines a four-step process.
Step 1: Navigate to the Audiences section
Open Google Ads. In the left menu, go to Campaigns. Select Audiences, Keywords, and Content. Click Audiences.
Step 2: Select the demographic tab (Household Income)
On the Audiences page, click the Demographics tab. Locate the Household Income section.
Step 3: Choose your income segments
Check the boxes for the brackets you want to target. Click Edit. Select Enable for each checked segment. You can select one bracket or several.
Step 4: Save and review your targeting
Set a custom bid adjustment for any segment if needed. Click Save. Your campaign now targets those income groups.
Income Targeting Across Campaign Types
Search campaigns
Add income brackets at the ad group level. Google layers them on top of your keywords. A user who matches both sees your ad.
Display campaigns
Income targeting cuts wasted impressions on the Display Network. Keep in mind that some Display Network sites opt out of demographic targeting. Reach can vary as a result.
Video campaigns
Apply income brackets to YouTube campaigns. Pair with interest and topic targeting for stronger audience control.
Gmail campaigns
Gmail ads support income demographic targeting. Combine with keyword or audience signals for tighter relevance.
Demand Gen campaigns
Demand Gen supports household income brackets too. Useful for product discovery campaigns aimed at premium or budget-conscious buyers.
Best Practices for Income Targeting
Understanding the 'Unknown' category
Unknown is enabled by default. It covers users whose income Google cannot estimate. That can be a large share of your traffic. Excluding it narrows your audience considerably. Keep it on unless your data says otherwise.
Setting bid adjustments by income segment
You do not need to exclude lower-income brackets entirely. Set lower bids on segments less likely to convert. Raise bids on top performers. This keeps reach broad while directing budget where it matters most.
Avoiding overly narrow targeting
Targeting only the Top 10% cuts your audience size fast. Start with two or three brackets. Tighten targeting once you have real performance data to work with.
Testing and optimizing by income segment
Let campaigns run for a few weeks. Pull the Demographics report. Check conversion rates by income segment. Then shift budget toward the brackets delivering results.
Scale Income Targeting with Coinis
Google Ads direct publishing is on the Coinis roadmap. Right now, Coinis works as your creative and copywriting engine alongside whatever channels you run.
Setting up multiple campaigns efficiently
Running income-targeted campaigns across multiple products or regions adds up fast. Coinis Campaign Launcher helps you build and manage campaigns quickly. Set creatives, copy, and audience structure all in one place.
Ensuring messaging matches audience income
A Top 10% buyer and a Lower 50% buyer respond to different messages. Coinis Brand Profile learns your brand voice. It generates copy tailored to each income segment, with the right tone and offer for each group.
Or let Coinis do it.
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Frequently Asked Questions
Is income targeting available in all countries on Google Ads?
No. Google Ads household income targeting is available in 21 countries, including the US, Australia, Canada, Japan, India, and Brazil. It is not available globally.
Can I use income targeting on Search campaigns?
Yes. Income targeting works on Search, Display, Video, Gmail, and Demand Gen campaigns. You apply it at the ad group level within Audiences.
What does the 'Unknown' income bracket mean in Google Ads?
Unknown covers users whose income Google cannot estimate from available signals. It is selected by default. Excluding it significantly reduces your potential reach, so keep it enabled unless you have strong data to justify removing it.