Personalized ads are ads chosen for you using information about you, such as your account details, your activity and the interests you've told the platform about. On Google you can switch them off in My Ad Center, but you'll still see ads; they'll just be based on context like the page you're on and what you're searching for.
Every ad platform answers the same question in its own way: out of all the ads that could run here, which one goes in front of this person? Personalization means using what the platform knows about you to make that choice. Google is the easiest platform to explain, because its help centre spells out what it uses and what its controls do, so this page uses Google as the worked example and points to separate guides for Meta's apps. If you're newer to the subject, our explainer on how advertising is defined covers the basics first.
Signals Google uses to pick an ad
According to Google's My Ad Center help page on how personalized ads work, personalized ads on Google draw on:
- The choices you've made in My Ad Center, such as preferred ad topics and brands
- Information like your age and gender, either provided in your Google Account or estimated by Google
- Activity saved to your Google Account: searches, YouTube videos watched, Android apps installed, ads or content you've interacted with, and your general area
- Activity from sites that partner with Google that's saved to your account
Google says the general area it uses is larger than 1 square mile and covers at least 1000 users, so your searches don't identify you. Your activity can come from any device where you're signed in. Its examples are ordinary: an ad for a new car after watching a YouTube video about new cars, or a cooking ad on YouTube after looking for recipes on Search. If you're in the European Economic Area, Google notes that using account activity for ad personalization depends on your linked services settings.
Contextual ads: the fallback
Non-personalized ads aren't random. Google's page says they're shown according to contextual factors such as the time of day, the topic of the site you're visiting, your current location, videos you've just watched and your active searches. Its examples include a lunch-specials ad because it's noon in your timezone, or a local plumber's ad because you're searching for plumbing services.
This is worth understanding from both sides. As a user, switching personalization off doesn't make ads disappear; it makes them less about you and more about the moment. As an advertiser, it's a reminder that context still does a lot of work. A clear, relevant ad on the right search doesn't always need a profile behind it.
Partner sites and the apps beyond Google
Google's ads don't only run on Google. Its help page explains that millions of sites and apps partner with Google to show ads through the Google Display Network, and that the ads there are also either personalized or not. On those partner sites, personalization can draw on what you've given that site (such as your email address, age or gender), your interactions with its content and ads, its account settings, and your Google Account activity, depending on your settings.
Two caveats from the same page catch people out. First, your preferred topics and brands in My Ad Center only affect ads on Google services; they aren't used to personalize ads on partner sites. Second, not every site uses Google technology. Google notes that social media sites and apps may have their own advertising platforms, and its controls don't reach those.
That's why the Meta settings live somewhere else. If Facebook or Instagram is the problem, our guides on managing the ads you see on Facebook and cutting down Instagram ads walk through those menus.
Switching personalization off, step by step
When you're signed in, Google's help page says My Ad Center controls whether ads are personalized on Google services and on partner sites and apps. The steps it gives are short:
- Go to My Ad Center.
- Select On or Off next to 'Personalized ads'.
- Confirm your selection.
When you turn it off, Google says the ads you see on its services will be non-personalized, ads on partner sites and apps won't be personalized by Google, the topics and brands you customized will be deleted, and your saved info won't be used to show you ads. The setting applies across every device where you're signed in. It doesn't affect ads not shown by Google, or ads on sites with their own ad platforms.
Signed out, your ad settings are saved to your browser or device instead. Google's page says you can switch personalization on or off separately for Google Search, YouTube and the web (meaning partner sites) through Ad Settings, and each choice only applies to the browser or device you're using. It also notes these settings may be unavailable if your browser or device prevents the cookies used for personalized ads across websites.
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You might also find the switch is already off. Google says personalized ads may be turned off for you, for example, if your Google Account shows you're under 18.
Finer controls inside My Ad Center
If you'd rather keep relevant ads but limit what feeds them, there's a middle ground. Google's separate help page on controlling what data is used to show you ads lists three activity switches under Manage Privacy:
- Activity on sites and apps: turning it off stops that information being used to personalize ads, but doesn't turn off personalized recommendations. Google says it affects ads on Search, YouTube and Discover.
- YouTube History: turning it off stops your YouTube history being used for ads on Search and YouTube, though the history may still be saved to your account.
- Areas where you've used Google: turning it off stops those areas being used to personalize ads, and Google says this setting affects ads on all its sites and apps.
Google's coffee example makes the location setting easy to picture: with it on, a search for coffee might bring up an ad for a local coffee shop; with it off, one in a different town. The same page lists the account details used for ads as your gender, age range and language preference.
There's also a 'Help advertisers select ads for you' option in Partner ad settings. When it's enabled, Google says advertising partners can use more specific details about your device and browser to decide placements and measure ad performance. If you're signed out, you can still change it as long as your browser allows third-party cookies.
Personalization is a set of dials, not one switch. Turn the main one off if you want ads based only on context, or switch off the specific signals you're uncomfortable with. And remember that every platform keeps its own settings, so fixing Google won't change what you see elsewhere.
Quick answers
Does turning off personalized ads stop ads completely?
No. Google says you'll still see ads, but they'll be non-personalized, based on context such as the time of day, the site you're on, your current location and your active searches.
Why do I still see targeted ads after switching personalization off on Google?
Google's controls don't cover ads not shown by Google or sites with their own ad platforms, which includes many social media apps. Those need their own settings. Signed-out choices also only apply to the browser or device you changed them on.
Are ads personalized for teenagers on Google?
Google says that if your Google Account shows you're under 18, your ads are never personalized while you're signed in.
Can I keep personalized ads but stop location being used?
Yes. In My Ad Center, under Manage Privacy, Google lets you turn off 'Areas where you've used Google' for ads while leaving your other settings alone.
