Google Ads IP Blocking Guide

How to block fraudulent IPs on Google Ads to protect budget and optimize ROI

Real-Time Automatic IP Blocking - Recommended!

Connect your Google Ads Account so the system can automatically block IPs as soon as fraud is detected - no manual updates needed!

⚡ Real-time: Fraudulent IPs are blocked immediately when detected
🛡️ 24/7 Protection: Runs automatically all the time - never miss an IP
🎯 100% Accurate: Automatically block the right IP for the right campaign
⏱️ Time-saving: No need to export/import manually every week
💰 Maximum ROI: Prevent fraud before money is wasted

⚠️ Not connected to Google Ads?
You can still block IPs manually following the guide below. However, automatic method is 10x more effective and saves hours of work each week.

Overview: Google Ads allows blocking up to 500 IP addresses to prevent click fraud. This guide will help you set up IP exclusions effectively to protect your ad budget.

Important notes:

If you haven't connected Google Ads API for automatic IP blocking, you need to update the IP list manually periodically
Limit: 500 IPs per account or campaign. Split into multiple campaigns to block more IPs (500 per campaign)
Performance Max and Smart Campaigns do not support IP blocking at campaign level - only Account-level can be used
IP blocks are already filtered by campaign in the system - no need to manually check fraud scores

Step 1: Export List of IPs to Block

The system has automatically analyzed and filtered fraudulent IPs by campaign. You just need to export and copy:

How to Export IPs by Campaign

Login to Dashboard → Blocked IPs
Click the "Export Blocked IPs" button (top right corner)
Select a specific campaign from the left list (e.g., "(Shopping) Sell Machine PHO...")
Use time filter if you want to select IPs within a specific time range
Click "Copy All" to copy the IP list to clipboard

IPs are pre-filtered:

The IP list in the "Export Blocked IPs by Campaign" modal has been analyzed and identified as fraudulent by the system. No need to manually check fraud scores - just copy and paste into Google Ads.

Important:

IP blocks are divided by campaign so you must block the correct IP for the corresponding campaign. For example: IPs from campaign "Shopping Sell Machine" should only be blocked in that campaign, not applied to all campaigns.

Step 2: Block IPs on Google Ads

Google Ads provides 2 levels of IP blocking: Account-level (recommended) and Campaign-level.

Option 1: Block at Account Level (Recommended)

Advantage: Applies to all campaigns, saves time

Login to Google Ads
Click "Tools & Settings" (Admin/Tools - icon at bottom left)
Select "Account Settings"
Find and click on "IP exclusions"
Paste the IP list (one IP or IP range per line)
Click "Save" to complete

Option 2: Block at Campaign Level

Note: Only applies to 1 campaign, must repeat for each other campaign

In Google Ads, select the Campaign that needs IP blocking
Click the "Settings" tab
Scroll down to "Additional settings"
Expand the "IP exclusions" section
Paste the IP list (one IP per line)
Click "Save"

Recommendation: Block IPs for the correct campaign where that IP committed fraud. Since IP blocks are already separated by campaign in the system, you need to block IPs at Campaign-level to match the fraud source. Only use Account-level if you run only 1 campaign or want to block IPs for all campaigns (less accurate).

Supported IP Formats

Google Ads accepts the following IP formats:

Single IP: 192.168.1.100
IP Range (CIDR): 192.168.1.0/24 (blocks 256 IPs)
Multiple IPs: One IP per line
192.168.1.100
192.168.1.101
10.0.0.0/24
172.16.0.50

Tip to save 500 IP quota:

Use IP ranges (CIDR notation) to block multiple adjacent IPs with a single entry. For example: 192.168.1.0/24 blocks 256 IPs but only counts as 1 entry.

Limits and Notes

Technical limits of Google Ads:

Account-level: Maximum 500 entries (IPs or IP ranges)
Campaign-level: Maximum 500 entries per campaign
Application: Takes effect after 1-2 hours (not immediate)
IPv6: Google Ads supports blocking both IPv4 and IPv6

Exceeded 500 entries?

When the IP list exceeds 500, apply priority strategy:

Only block IPs with Fraud Score ≥ 90 (clear fraud)
Merge IPs into ranges: 192.168.1.0/24 instead of 256 individual IPs
Delete old IPs: IPs inactive for 90 days
Prioritize datacenter/VPN IPs (most dangerous)
Focus on high-frequency IPs (many clicks/hour)

Step 3: Regular Update Schedule

Click fraud IPs change constantly, need regular updates to maintain effectiveness:

Recommended Schedule

Frequency	Task
Weekly	Add new IPs with high fraud scores (≥80)
Monthly	Review entire list, delete old IPs >90 days
After major campaign	Check for fraud spikes, update immediately if found

Automation:

Set up weekly reminders (e.g., every Monday at 9 AM) to export new IPs from NS Ads Xperts™ and update Google Ads. Takes about 5-10 minutes per week.

Step 4: Measure Effectiveness

After blocking IPs, monitor these metrics to evaluate effectiveness:

KPIs to Monitor

Metric	Expected after 2 weeks
Invalid Click Rate	↓ Decrease 30-50%
Conversion Rate	↑ Increase 25-40%
Cost per Conversion	↓ Decrease 20-35%
Quality Score	↑ Improve +1 point after 4 weeks
CTR	↑ Increase 15-25%

Expected ROI

After 30 days of using NS Ads Xperts™ + blocking IPs on Google Ads:

Save 25-45% of ad budget
Conversion rate increases 35-60%
Quality Score improves by average +1.5 points
Block 96-99% of detected click fraud
Overall ROI increases 40-80%

Frequently Asked Questions

Q: Google Ads already has fraud protection, why do I need NS Ads Xperts™?

A: Google only refunds after you've already paid for invalid clicks (and not 100% of cases). NS Ads Xperts™ helps you block BEFORE clicks occur → save budget immediately. Additionally, Google cannot detect many sophisticated fraud types like competitor clicks, click farms from residential IPs, etc.

Q: Does blocking IPs negatively affect Quality Score?

A: No! On the contrary, blocking fraud IPs IMPROVES Quality Score because: actual CTR increases, conversion rate increases, better user engagement. Google values ads with quality traffic.

Q: Should I block at Account-level or Campaign-level?

A: Account-level (Shared library) to automatically apply to all campaigns. Only use Campaign-level when you want to test IP blocking on a specific campaign before rolling out to all.

Q: Will real customers be blocked by mistake?

A: NS Ads Xperts™ uses AI 2-layer detection with 98%+ accuracy. We recommend only blocking IPs with Fraud Score ≥80 to minimize false positives. The system analyzes 15+ signals before flagging an IP.

Q: How long until I see results?

A: 1-2 weeks you will see fraud rate decrease significantly. Conversion rate improves after 2-3 weeks. Quality Score improves after 4-6 weeks (Google needs time to re-evaluate).