In a surprising move, X, formerly known as Twitter, and Google have joined forces to allow Google Ads to be displayed on the X home feed. The partnership has raised questions and piqued the curiosity of advertisers everywhere. In this blog post, we at StubGroup, a top Premier Google Partner digital advertising agency, delve into the reasons behind this collaboration and how advertisers can make the most of this new opportunity.

Why the X and Google Partnership Makes Sense

At first glance, the partnership between X and Google may seem unusual. Why are two tech giants coming together in this way? To understand this collaboration, we need to look at the motivations of both platforms.

Google, renowned for its search and YouTube advertising, also relies heavily on its Google Display Network. This network serves ads across more than 2 million websites, videos, and apps on the internet. With X joining the Google Display Network, Google gains access to yet another platform for showing ads, thereby increasing its revenue potential.

X, on the other hand, possesses a wealth of data on its users, including their interests, behaviors, demographics, and more. While the specifics of the partnership remain undisclosed, it’s safe to assume that Google will leverage this data for better ad targeting on X. For X, this collaboration brings an influx of advertisers without the need to hire additional sales or customer support personnel. It’s a win-win for both platforms.

How to Opt In or Out of Google Ads on X

Now that the partnership is in place, how can advertisers take advantage of this opportunity or choose to opt out? We provide a simple guide below.

Opting In: To have your Google Ads displayed on X, you can opt in by selecting as a placement within your Google Display Network campaign. This will allow Google to report impressions, clicks, click-through conversions, and other metrics attributed to

Opting Out: If you prefer not to have your ads on X, you can exclude as a placement. In your Google Display Network campaign, go to the placements tab, add as an exclusion, and your ads will not be displayed on the platform. For Performance Max campaigns, it’s recommended to set these exclusions at the account level to ensure comprehensive coverage.

Should Advertisers Opt In or Out?

The question of whether to opt into advertising on depends on your specific advertising goals. Advertisers are advised to test the platform to determine its effectiveness in achieving their key performance indicators (KPIs). Just as with other placements in your Google Display campaigns, should be evaluated based on its performance.

One significant factor yet to be clarified is the extent to which Google will have access to X’s user data for ad targeting. As this information becomes available, advertisers can make more informed decisions about their advertising strategy on X.


The partnership between X and Google represents an exciting opportunity for advertisers. By understanding the motivations behind this collaboration and learning how to opt in or out of advertising on X, advertisers can make strategic choices to enhance their advertising efforts. As more information becomes available, it will be essential to stay updated on the latest developments in the world of Google Ads.

Stay tuned for more informative updates on Google Ads by subscribing to StubGroup’s YouTube channel. In today’s digital advertising landscape, knowledge is power, and staying informed can make a world of difference in your advertising success.

If you would like to talk with one of our team members about how you can get most out of your digital advertising endeavors, reach out to us at