Targeting Only Computer Devices in Sales-Lead Campaign via Google Ads API

[Amit Tomar]

Hello Google Ads Support,

I am creating a Sales-Lead campaign using the Google Ads API, and I would like to configure device targeting so that only Computers are targeted (i.e., exclude Mobile Phones and Tablets).

I have reviewed the available documentation, but I am unsure of the correct way to set or restrict device targeting in the campaign creation process via the API.

Could you please advise how to correctly configure this setting using the API?

Thank you for your assistance.

[Google Ads API Forum Advisor]

Hi,

Thank you for reaching out to the Google Ads API support team.

Yes, you can target only computers and exclude mobile phones and tablets. You can achieve this device targeting for specific devices using the bid_modifier value in CampaignCriterion. Note that you can target devices, but exclusions are not supported. I would recommend you to refer to this guide for additional details, along with the bid_modifier guide. To opt out of a particular device type, you can set the 'bid_modifier' field to 0.

As you are trying, to target only 'Computers' i.e, 'Desktop' and exclude Mobile and Tablet, you would set the 'bid_modifier' to 0 for Mobile and Tablet, while increasing the 'bid_modifier' for Desktop to a value between 0.1 and 10.0, depending on your bid strategy. This adjustment can be made in a single API request. Additionally, the help center article explains that “To opt out of showing ads on a certain device, decrease your bid by 100% for that device” thus setting the 'bid_modifier' to 0 for devices other than desktop will display as "-100%" in the UI, indicating those devices are opted out. 
 

Thanks,
 

Google Ads API Team

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[2025-04-08 16:30:06Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01pS9gB:ref" (ADR-00298993)

[Amit Tomar]

Thank you for your helpful response — it has clarified my understanding of how to configure device targeting using the `bid_modifier` field in the CampaignCriterion.

I would like to request one additional clarification:

Suppose I have already published a campaign with device targeting set to only Computers, by setting the `bid_modifier` to `0` for both Mobile and Tablet devices, as advised.

Now, if I want to update this campaign to also include Mobile devices, could you please guide me on how to perform this update via the API?

Specifically:
- Should I simply increase the `bid_modifier` for Mobile devices?
- If yes, what value should I set for the `bid_modifier`, considering the valid range is from `0.1` to `10.0`? How should I determine an appropriate value?
- Additionally, when a user enables the Mobile device option through the Google Ads UI (for example, via an edit screen), what changes are made in the backend? What is the default `bid_modifier` value in such a case?

Thank you again for your support and guidance

[Google Ads API Forum Advisor]

Hi,

Please find your answers for your questions below:

>>Should I simply increase the `bid_modifier` for Mobile devices?

Yes, you can use the update operation of the campaign_criteria and you specify the device type as "type": "MOBILE".

>>If yes, what value should I set for the `bid_modifier`, considering the valid range is from `0.1` to `10.0`? How should I determine an appropriate value?

You can provide any appropriate value between the valid range from '0.1' to '10.0'.

>> Additionally, when a user enables the Mobile device option through the Google Ads UI (for example, via an edit screen), what changes are made in the backend? What is the default `bid_modifier` value in such a case?

In order to know the changes made in Google Ads API when you update the bid_modifier in Google Ads UI, you can execute the below sample query:
 

"query":"SELECT campaign_criterion.bid_modifier, campaign_criterion.device.type, mobile_device_constant.id, mobile_device_constant.name, campaign_criterion.campaign, campaign_criterion.criterion_id, campaign.id, campaign_criterion.resource_name, campaign.resource_name FROM campaign_criterion WHERE campaign_criterion.device.type = 'MOBILE' AND campaign.resource_name = 'customers/xxxxxxxxx/campaigns/xxxxxxxxx'}'

You can try making a request using the Search or SearchStream by passing the customer Id. Also, you can use QueryBuilder to create your query and QueryValidator  to validate your query.

 

Thanks,
 

Google Ads API Team

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[2025-04-09 12:58:53Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01pS9gB:ref" (ADR-00298993)