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The 500 IP exclusions per campaign limit in Google Ads

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Google Ads lets each campaign hold at most 500 IP exclusions. Once a campaign is full, Tapper Block keeps the IPs with the strongest and most recent evidence and rotates the others out.

How it works

  • The limit is per campaign. Each campaign that takes IP exclusions (Search, Display, Shopping, and Demand Gen as each click is flagged) has its own 500. Performance Max and Video take none.
  • Below 500, nothing is rotated out. Automatic exclusions are not on a timer.
  • At 500, Tapper ranks every excluded IP by the kind of invalid behavior it showed and how recently it was flagged. A new IP replaces the lowest-ranked one only when it ranks at least as high and its evidence is more recent.
  • A rotated-out IP can come back. If it clicks again and is flagged, it is ranked again and can be excluded again.
  • Dense ranges are merged. Over the limit, when 8 or more excluded addresses share one /24 range, Tapper can exclude the range instead, with the block reason Aggregated range.
  • Rotation only happens while blocking is on. Monitor-only, which covers the free trial, writes no automatic IP exclusions.

IPs you add by hand use the same slots

Addresses and ranges on Setup > Excluded IPs go into the same lists on Search, Display and Shopping campaigns. They are never rotated out, so each one is a slot automatic exclusions cannot use. Keep that list to what you really need. See Manually exclude IP addresses and ranges.

Why some campaigns fill up faster

More invalid clicks, low invalid click thresholds and many active detection features fill a campaign's list faster. That is fine: rotation keeps the strongest evidence. If a campaign sits at the limit all the time, review Set invalid click thresholds.

The audience catches what the IP list cannot hold

Flagged visitors also go into Tapper's audience exclusion, which uses no IP slots and does not depend on IP address. An IP rotated off the list does not mean that visitor sees your ads again while they are still in the audience. See The Invalid Traffic Audience and its retention window.

What you see in Tapper

On the dashboard's Invalid traffic tab, under Exclusions & sources, the IP exclusions per campaign card has one row per campaign (Campaign, IP exclusions). Each bar fills toward 500, a campaign over the limit turns red, and hovering a bar shows its count.

The Exclusions & sources section of the Invalid Traffic tab: IP exclusions per campaign with every campaign under 500, and Audience exclusion list size

Audience exclusion list size, next to it, shows the visitors in the exclusion audience each day, one line per ad platform. The excluded IPs themselves are on the Exclusions page, and in Google Ads under the campaign's IP exclusions.

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