How do I exclude or adjust bidding by gender, age, or income in Google Search campaigns?

In Google Ads from the side menu, open the campaign and click the people icon next to an ad group. The Demographics window groups gender, age range, household income, and parental status, along with metrics for the selected period.

For each row, you can exclude the audience, apply a compatible bid adjustment, or restore the default setting. With automated bidding, Google may ignore demographic bid adjustments; in that case, use Exclude when you want to prevent delivery to the segment. The screen shows which options are available for the current strategy.