How to Target Specific Devices in Google Ads (obile, Desktop & Tablet)

Want to target only mobile users on Google Ads? Or maybe you’ve got a landing page that works best on desktop? Good news: Google Ads lets you control which devices your ads show on — if you know where to look.

Whether you're a service business trying to capture mobile leads or an eCommerce brand optimising for desktop checkouts, targeting specific devices can help boost conversions, reduce bounce rates, and improve ROAS.

Let’s break down how to do it step-by-step — and when you shouldn’t bother.

Why Device Targeting Matters

Not all devices are created equal — and neither are your users. Your performance can vary wildly between mobile, desktop, and tablet.

Here’s why it matters:

• Mobile users often convert faster (especially for calls, bookings, or local services)

• Desktop users tend to spend more time researching or completing purchases

• Testing device types can help identify your most profitable traffic source

• You can avoid wasting ad spend on devices that don’t convert

Example: A PPC agency in York targeting business owners might find that desktop delivers higher-quality leads than mobile — so they increase bids for desktop users only.

Where You Can Adjust Device Targeting

Google Ads doesn’t let you exclude devices outright in most campaign types anymore (especially with smart bidding), but you can:

• Adjust device-level bid modifiers in certain campaign types

• Use Performance Max asset groups to influence device delivery

• Split campaigns for greater control (e.g., mobile-only vs desktop-only)

Let’s explore each option.

Method 1: Adjust Bids by Device (Manual + ECPC Bidding)

Best for: Search, Display, and some Video campaigns using Manual CPC or Enhanced CPC.

Step-by-Step:

1. Go to your campaign → Settings → Devices

2. You’ll see:

   • Computers

   • Mobile Phones

   • Tablets

3. Add bid adjustments:

   • Increase bid % for devices that convert well

   • Decrease bid % for low-performing devices (up to -100% to effectively exclude)

Example:

• Mobile: +20% (if mobile leads convert well)

• Tablet: -100% (if tablets never convert)

• Desktop: 0% (no change)

Note: Bid adjustments don’t apply if you’re using Smart Bidding strategies like Maximise Conversions or Target CPA.

Method 2: Segment Performance by Device

Before you start adjusting bids or creating split campaigns, it’s smart to analyse device performance.

How to check:

1. Go to Campaigns → Segment → Device

2. Review metrics like:

   • Click-through rate (CTR)

   • Cost per click (CPC)

   • Conversion rate (CVR)

   • Cost per conversion (CPA)

   • ROAS

This tells you which devices are delivering results — and which are costing you money.

Method 3: Create Separate Campaigns by Device

If you need absolute control, create duplicate campaigns:

• One targeting mobile with mobile-optimised ad copy and landing pages

• One for desktop with more detailed offers or longer forms

Use -100% bid adjustments on unwanted devices in each.

Use case: You’re a local service provider (like an emergency locksmith) and want to capture only mobile traffic, since users on phones are more likely to call immediately. You create a mobile-only campaign with call-only ads and a simple CTA like “Tap to Call Now.”

Method 4: Use Responsive Ads + Smart Bidding (Device-Neutral)

Sometimes the best option is not to force device targeting, but to let Google optimise based on real-time performance.

Tips:

• Use responsive search ads that adapt to device size

• Make sure your landing page is mobile-friendly (fast load, no tiny buttons)

• Let Smart Bidding allocate spend to the best-performing devices over time

Pro tip: Monitor device performance weekly. If mobile suddenly drops in conversion rate, it might be due to a site issue.

Don’t Forget About Device-Specific Ad Features

You can also tailor creatives to devices:

• Use call-only ads for mobile

• Show click-to-download extensions for mobile apps

• Add mobile-specific sitelinks or messages

• Use desktop-specific copy for B2B or form-heavy offers

Common Mistakes to Avoid

• Forcing mobile-only when your site isn’t mobile-optimised

• Ignoring tablet performance (often underperforms vs mobile/desktop)

• Using device targeting with campaigns that don’t support it (like Performance Max)

• Not reviewing device performance regularly

Final Thoughts

Device targeting in Google Ads is all about relevance. It’s not just about where users are — it’s how they behave on each device.

Start by analysing your data, adjust bids smartly, and don’t be afraid to test separate campaigns. If mobile users love to click and desktop users love to buy — lean into that. Google gives you the tools. You just need to use them wisely.