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To stop Google from using your account information and saved activity to personalize ads, sign in, open My Ad Center, switch Personalized ads off, and confirm. Ads will not disappear: Google can still use general or contextual signals, such as the topic of a page or video, time, location, or an active search. If you want a narrower change, adjust topic and brand preferences, limit sensitive categories, or control individual activity sources instead.
Choose the control that matches your goal
Google provides several controls rather than one universal ad blocker. The right choice depends on whether you want to stop account-based personalization altogether, reduce particular subjects, or remove one data source from the personalization system.
| Control | What it changes | How broad it is | What it does not promise |
|---|---|---|---|
| Personalized ads off | Google will not use information and activity saved to your account, or your My Ad Center choices, to show personalized ads. | Broad; applies across Google services on devices where you are signed in. | It does not remove ads or prevent contextual ads. |
| Topic and brand preferences | Asks Google to show more or fewer ads about selected topics and brands. | Targeted to the subjects or brands you choose. | “Fewer” is a preference, not a block, and does not reduce the total number of ads. |
| Sensitive-topic limits | Sets a best-effort limit for alcohol, dating, gambling, pregnancy and parenting, or weight loss. | Applies to Search, YouTube, and Discover while signed in. | Related or contextual ads may still appear. |
| Activity controls in Manage Privacy | Changes whether a particular activity source, such as sites and apps activity or YouTube History, is used for ads. | Limited to the source you change. | One source control does not disable all personalization or personalized recommendations. |
Before changing the setting
- Sign in to the exact Google account whose advertising settings you want to change. If several accounts are open, check the profile image and account address before editing anything.
- Use a device and browser where you can access My Ad Center. The controls are account-based when you are signed in, but signed-out behavior can be stored locally in the browser or on the device.
- Decide whether you want a complete account-level opt-out or only fewer ads about certain subjects. Choosing the broader switch also removes the use of your My Ad Center choices for personalization.
Turn off personalized ads across Google services
This is the strongest setting available in My Ad Center. Google’s help documentation states that, after you turn it off, Google will not use information and activity saved to your Google account or your choices in My Ad Center to show you ads.
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- Sign in to the Google account you want to change.
- Open My Ad Center.
- Find the Personalized ads control.
- Switch the control off.
- Confirm the change when Google asks.
The setting applies across Google services on devices where that account is signed in. It changes personalization, not the existence of advertising. You can continue to see ads selected using general or contextual factors. Depending on the situation, those factors may include the topic of the page or video, the time of day, your location, or the search you are actively conducting.
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A search for a product or subject can therefore produce a related ad even after personalization is disabled. That result does not necessarily mean the account-level setting failed; it can be a contextual match rather than an ad chosen from your saved account activity.
Reduce personalization without switching it off
If you still want ads to reflect some account-level relevance but want to influence what appears, use the topic and brand controls in My Ad Center.
- Open My Ad Center while signed in.
- Open Customize Ads.
- Browse the available topics or brands.
- For an item, choose whether you want More or Fewer ads about it, then save the preference if the interface asks you to do so.
These choices express a preference. Selecting Fewer does not block the topic or brand, does not guarantee that no related ad will appear, and does not lower the total number of ads you receive. A relevant search can still generate a related advertisement. The setting changes the balance of ads that Google tries to show, rather than creating a subject filter that overrides every other signal.
Use this approach when your goal is to reduce a type of advertising while keeping personalized ads generally enabled. Use the main Personalized ads switch when you do not want account information, saved activity, or My Ad Center choices used for ad selection at all.
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Limit sensitive advertising categories
My Ad Center includes a separate Sensitive area. Google currently documents five categories for this control:
- Alcohol
- Dating
- Gambling
- Pregnancy and parenting
- Weight loss
The limits apply on Google Search, YouTube, and Discover while you are signed in. Google describes them as a best-effort control, so an ad connected with a limited subject can still appear, especially when the ad is related to the content you are viewing or the search you have made.
- Open My Ad Center.
- Select Customize Ads.
- Open the Sensitive section.
- Find the category you want to limit.
- Set its toggle to the desired position. Google’s help instructions say these preferences save automatically.
These toggles are narrower than turning off personalization. They are useful when you want to keep other personalization features but reduce the chance of seeing ads associated with a particular sensitive subject.
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My Ad Center’s Manage Privacy area lets you review and change individual sources of information used for ad personalization. The available areas documented by Google include activity on sites and apps, YouTube History for ads, and places where you have used Google.
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- Open My Ad Center while signed in.
- Select Manage Privacy.
- Review the listed activity source you want to change.
- Change that source’s advertising control and follow the confirmation or save prompt shown by Google.
For example, changing the setting for YouTube History affects that source’s use for ads; it does not automatically disable the use of sites and apps activity or every other personalization signal. Likewise, turning off one source is not the same as turning off all personalized ads, and it does not necessarily turn off personalized recommendations elsewhere in your account.
This granular approach is appropriate when you want to keep some personalization but do not want one particular history or activity stream contributing to ads.
Understand what the setting covers
Google services while signed in
The account-level setting is designed for Google services on devices where you are signed in. Check the active account whenever you use a shared computer, a second browser profile, or a phone with multiple Google accounts. A different signed-in account can have different My Ad Center choices.
Signed-out browsing
When you are signed out, the account-level preference cannot operate in the same way because there is no signed-in account to apply. Google can save signed-out ad settings to the browser or device. Clearing site data, changing browsers, using private browsing, or switching devices can therefore change which signed-out setting is present.
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Partner sites, apps, and other ad platforms
My Ad Center does not control every advertisement delivered by every company or platform. Ads on partner sites and apps can depend on the browser, device, app, or that service’s own advertising controls. Turning off personalization in your Google account is not a universal opt-out from advertising across the web.
Contextual advertising
With personalized ads off, ads may still be selected from general context. The content of a page or video, the time, location, and an active search are examples of signals that can make an ad relevant without using your saved account activity. Seeing an ad that matches the page you are reading is therefore compatible with the personalization setting being off.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to verify that your change took effect
My Ad Center should show the Personalized ads control in its off state after confirmation. If you changed a topic, brand, or sensitive-category preference, return to the same section and check that the selected state remains. For an activity change, reopen Manage Privacy and verify the specific source rather than relying on the main personalized-ads switch.
Do not use the appearance of one ad as the sole test. A single contextual ad can still be relevant to the page, video, search, time, or location. Verification should focus on the saved control itself and on whether you changed the correct Google account.
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Troubleshoot common results
You still see ads after turning personalization off
This is expected. The switch removes account-based personalization, not advertising. Review whether the ad appears related to the current page, video, search, time, or location. Also check that the browser is signed in to the account you changed.
A limited topic still appears
A topic or brand set to Fewer is not blocked. Sensitive-topic limits are also best effort, and Google warns that related or contextual ads may still appear. If you need the broadest account-level change, use Personalized ads off rather than relying only on a topic preference.
Changing one history setting did not change everything
Activity controls are separate sources. Reopen Manage Privacy and inspect each source that matters to you. Changing sites and apps activity, YouTube History for ads, or another listed source affects that source only; it does not automatically disable all personalization.
The setting seems different on another device
Confirm that the same Google account is signed in on both devices. The account preference is intended to apply across Google services on signed-in devices, while signed-out settings can be stored locally. Different account profiles, browsers, or signed-in states can make the controls appear inconsistent.
Quick Recap
A practical decision guide
- Want Google to stop using account information and saved activity for ad personalization? Turn Personalized ads off and confirm.
- Want fewer ads about a few subjects or brands but otherwise want personalization? Use Customize Ads and choose Fewer for those items.
- Want to reduce alcohol, dating, gambling, pregnancy and parenting, or weight-loss ads? Open Customize Ads, choose Sensitive, and set the relevant limits.
- Want to remove one data source while retaining others? Use Manage Privacy and change that activity source’s advertising control.
- Want fewer ads everywhere online? My Ad Center is not sufficient by itself; partner sites, apps, browsers, devices, and other advertising platforms have their own controls.
Keep the settings under review
- Recheck My Ad Center after Google changes its interface, because labels and the available category controls can change.
- Review the account shown at the top of My Ad Center before making a change.
- Use the broad personalization switch for an account-wide change, not a single activity toggle.
- Treat topic preferences and sensitive-category limits as guidance or best-effort reductions, not guaranteed blocks.
- Remember that signed-in Google services and signed-out or partner-site experiences have different scopes.
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