My Ads Show on Mobile But I Want Desktop Traffic Only

Device bid adjustments in Google Ads let you increase or decrease your bids for specific devices. You cannot exclude mobile entirely from most campaign types but you can make it financially impractical for mobile to win auctions.

You are not alone in this.

Your service or website works better with desktop traffic. The form is complex and mobile users do not complete it. Or your service attracts a demographic that searches primarily from desktop. You want to reduce or eliminate mobile spend and concentrate your budget on desktop clicks.

Here is what is actually going on.

You cannot completely exclude mobile from standard Search campaigns because Google requires at least one device type to be eligible. However you can set mobile bid adjustments to minus 90 percent or minus 100 percent in campaign settings, which effectively eliminates mobile spending in most situations.

The thing most people miss.

Device targeting is one of the most underused optimisation levers in Google Ads. Most campaigns run with the same bid across all devices by default, ignoring the often significant differences in conversion rate between desktop, mobile, and tablet traffic.

The fix that actually works.

In your campaign settings navigate to Devices and review the conversion rate by device from your historical data. If mobile converts at half the rate of desktop, apply a negative bid adjustment to mobile of approximately 40 to 50 percent to make your effective bid proportional to the value you get from each device type. If you want to effectively eliminate mobile bidding apply a minus 90 percent adjustment.

What this looks like when it works.

Optimising bids by device based on actual conversion rate data is one of the most impactful changes you can make to an existing campaign with a minimum of risk.

How I can help you.

My name is Eshchar Givoni. I am a Google Ads specialist and I work exclusively with local service businesses. I have been doing this for seven years. I manage a maximum of 20 clients at any one time and I manage every single campaign personally. There are no junior account managers, no handoffs, and no templates. When you work with me you talk directly to the person making decisions about your campaign every day.

You start with a $500 trial campaign. That is 14 days of a live, fully managed Google Ads campaign. You see real results before you commit to anything more. If it works, we continue. If it does not deliver, you have lost only the trial cost. That is how confident I am in the process.

Ready to fix this?

If this article described your situation, the next step is simple. WhatsApp me directly right now and tell me what is happening with your campaign. I will give you an honest assessment within 24 hours at no cost. Or if you are ready to start, apply for your $500 trial campaign here. I read every application personally and respond within 24 hours.