"Exclude Device" is an Opteo Improvement that identifies when desktop, mobile, or tablet traffic consistently underperforms and recommends removing that device type from your campaigns. It's available for Google Ads, Microsoft Ads, and Meta Ads.

Device performance is one of the biggest variables in PPC, yet it's easy to overlook. The same ad can perform very differently across devices — mobile traffic might generate lots of clicks but few conversions due to checkout friction, or desktop users might browse without ever purchasing.

When a device is consistently dragging down your results, redirecting that budget to better-performing devices is often an easy win. For campaigns using smart bidding, device exclusion may be your only lever — Google's algorithms ignore device bid adjustments when smart bidding is active, so exclusion is the only reliable way to cut underperforming device traffic.

Opteo analyses device performance across your campaigns, comparing CPA and ROAS for desktop, mobile, and tablet against your campaign average. A device is flagged when:

When a qualifying device is found, Opteo shows you a comparison table and lets you exclude it with one click. When applied, Opteo sets the device bid modifier to -100%, completely stopping that device from triggering your ads.

For Google Ads and Microsoft Ads, the exclusion is applied at campaign level. For Meta Ads, it's applied at ad set level.

If you'd prefer not to act on this recommendation, you can dismiss it.

You'll see this Improvement when a device is consistently underperforming and there's enough data for Opteo to be confident in the recommendation. If you're not seeing it, it's likely because all your devices are performing within an acceptable range, or the underperforming device doesn't yet have enough traffic to surface reliably.