This guide is for anyone who uses Gmail, Google Drive or Google Photos and doesn’t want that content used to personalize ads. Google updated its privacy policy on October 16 so that, if you let Search or Gemini access data from those services, it can use some of that data to personalize content, including ads. Here’s how to turn off personalized ads and the Search personalization that the change is tied to, using Google’s own settings.
Before you start
- You need to be signed in to the Google Account you want to change. The settings apply to every device where you use that account.
- Google says it’s gradually rolling out new settings for Search services over the next few months. If what you see doesn’t match these steps, personalization for Search services is still controlled by Web & App Activity.
- If your Google Account comes from your job or school, some of these settings may be managed by your administrator.
Step 1: Turn off personalized ads
This is the main switch. While you’re signed in, My Ad Center controls whether ads are personalized on Google services and on partner sites and apps.
- Go to My Ad Center at myadcenter.google.com.
- Next to Personalized ads, select Off.
- Confirm your choice.
With personalized ads off, the ads you see on Google services are based on context, such as the time of day, the page you’re on, your current location or what you’re searching for right now, and Google says your saved info won’t be used to show you ads. You’ll still see ads, just not personalized ones. Turning it off also deletes the ad topics and brands you customized in My Ad Center.
Step 2: Turn off Personalized Recommendations in Search
This stops Search services (Search, Maps, Shopping, News and others) from personalizing results, feeds and AI answers based on the info in your Google Account.
- Go to your Google Account (myaccount.google.com).
- Click Data & privacy.
- Click Personalization settings.
- Turn off Personalized Recommendations in Search services.
You can also go straight to google.com/search-personalization. According to The Verge, the same Search Services Personalization page is where you can choose which apps to disconnect from Search’s Personal Intelligence features, so if you only want to stop Gmail, Drive or Photos from being used, look for them there instead of turning everything off.
What these settings don’t change
- Turning off Personalized Recommendations doesn’t delete your Search history or other activity. You can manage that at myactivity.google.com.
- It doesn’t turn off personalization in other Google services. Google keeps those controls at goo.gle/personalization-settings.
- Your saved items, like saved places in Maps, Collections and watchlists, aren’t deleted.
- Search still uses your current context, like your location for “pizza near me” and your language, to make results work.
FAQ
Will I stop seeing ads?
No. You’ll still see ads on Google services, but they’ll be non-personalized, based on what you’re doing right now instead of your account data.
Can advertisers read my Gmail or see my photos?
No. Google says advertisers don’t get access to your Drive, Gmail or Photos content, or to details like your name or email address.
Do I need to do this if I never used Google’s AI features?
The policy exception only applies if you choose to make Gmail, Drive or Photos data available to services like Search or Gemini. Turning off personalized ads is still the simplest way to make sure your account data isn’t used for ads.
The bottom line
Two switches cover it: turn off personalized ads in My Ad Center, and turn off Personalized Recommendations, or just disconnect Gmail, Drive and Photos, in Search’s personalization settings. It takes about two minutes. For the background on the policy change, read our news story on Google’s update.
Sources: Google My Ad Center Help, Google Search Help, The Verge
