SHOULD YOU REMOVE EXCLUSION LISTS? (REAL TEST RESULTS)

Summary from the TLDR Marketing newsletter

Removing exclusion lists from Google Ads campaigns led to worse performance in a 2.5-month test. It showed lower conversions, higher CPAs, and reduced efficiency. The experiment found that 3 of 4 campaigns performed worse after all exclusions were removed. The results show that well-applied exclusions still help Smart Bidding by focusing on high-intent traffic. However, outdated or overly aggressive exclusions can hurt performance, so advertisers should reassess older lists and test before making changes.