Site Exclusions and Page-Level Controls: How to Exclude Login and Checkout Pages From Ad Serving

A new user lands on your login page. A bright banner flashes above the form, the page lags, the cursor jumps, and the password field loses focus. The user sighs and tries again. This moment should be quiet and clean, but ads got in the way.

Some pages should never show ads: login, signup, account, and checkout. They carry trust. They need speed. You can fix this today with a short plan. Pick pages to exclude, set exclusions in AdSense, add page-level controls in your site, then test. Follow simple steps, use short checklists, and enjoy real wins like faster load, fewer mistakes, and more trust from users who matter.

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Why exclude ads on login and checkout pages? Faster site, safer users

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Sensitive pages carry risk and intent. Ads risk both. Here is what you gain by excluding them.

• Trust and privacy: Keep ads away from passwords, payment forms, and personal info. Users expect a safe space when they log in or pay.

• Speed and focus: Remove script weight on critical paths so forms load fast and users stay on task.

• Fewer layout shifts: Ads can cause movement that breaks UX. No shifts means fewer input errors.

• Policy and brand safety: Ads near personal data can raise policy issues and harm brand trust.

• Lower support load: Users finish key tasks without distraction, so fewer tickets and less churn.

Common pages to exclude first:

• Login, signup, and password reset

• Account settings and dashboards

• Onboarding flows and multi-step forms

• Cart and checkout

• Contact and support forms

• Embedded tools like calculators, editors, and chat

• Pages behind paywalls or tied to billing

Tip: map your site paths and group by URL patterns. For example, group /account/, /profile/, /cart/, /checkout/, and /billing/* so you can exclude whole families of pages.

Rule of thumb: if a page asks for personal info or money, do not run ads there.

Pages to exclude first: a short checklist

• Login page

• Signup or registration

• 2FA or verification step

• Password reset and recovery

• Account dashboard

• Profile edit and preferences

• Billing and payment methods

• Cart, checkout, and address forms

• Order confirmation and receipt pages

• Support chat and ticket forms

• Form-heavy flows like onboarding or surveys

Note for schools and health: pages that collect student records or health data should be ad free. Label or tag these pages in your CMS so they are easy to find and manage later.

How exclusions boost UX, speed, and trust

• Faster time to interactive, less waiting on scripts.

• Fewer clicks lost to CLS, cleaner input on small screens.

• Clearer calls to action, no banner crowding key buttons.

• Lower chance of ad-related bugs or blocked resources.

• Fewer misclicks on tiny tap targets.

• Cleaner critical paths that raise conversion rates.

• Calmer forms that lower user stress and drop-offs.

Set up site exclusions in Google AdSense (step-by-step)

You can control Auto Ads with visual tools, so you avoid code changes. Use this simple flow.

1. Open AdSense, go to Ads, then choose your site.

2. In Auto Ads settings, open Excluded Areas.

3. Use the live preview to navigate to your login, cart, or checkout pages.

4. Highlight sections or the full page where you do not want ads.

5. Save and publish your changes.

6. Open the page in an incognito window to confirm the change.

Helpful tips:

• Use URL filters to jump straight to the right page in the preview.

• Exclude entire templates when possible to reduce future work.

• Keep a short log of exclusions: date, path, reason, and owner.

• If your site uses a consistent structure, block patterns like /checkout/, /account/, and /billing/ to catch all cases.

Consider adding a quick table in your notes to track rules.

URL pattern Page type Action Owner Date /login Auth Exclude all ads Web 2025-10-20 /checkout/* Checkout Exclude all ads Growth 2025-10-20 /account/* Account Exclude all ads Web 2025-10-20

Common AdSense mistakes to avoid

• Blocking only one section and leaving other ad placements active.

• Forgetting password reset or 2FA pages that live on different paths.

• Not testing mobile, where Auto Ads placements differ.

• Mixing manual ad units with Auto Ads and leaving gaps or hidden slots.

• Skipping a recheck after a theme or layout change.

• Avoiding a monthly review, which lets old ad slots slip back in.

Do you use Google Ad Manager or custom ad tags? Hide ad slots at the page level

If you run Google Ad Manager or custom tags, stop calls on sensitive pages instead of relying on blockers later.

Three simple routes:

1. Do not render ad tags on sensitive templates. Fastest and cleanest.

2. Add a page variable like ads_disabled=true. Wrap ad components in a conditional, so slots never render when set.

3. Use a path rule. If the URL starts with /checkout/ or /account/, skip mounting ad components entirely.

Ad Manager note: brand safety and blocking rules manage what types of ads appear, but the safest approach on sensitive pages is to avoid calling the ad tag at all. Header bidding users should also disable the wrapper on those pages to prevent extra network requests and latency.

CMS-friendly ways to turn off ads on certain pages

• Add a No Ads page template and assign it to login, signup, and checkout.

• Add a checkbox field in the editor, for example, Hide Ads on This Page, and check it for each sensitive page.

• Use category or tag logic. Tag pages with no-ads, and check for that tag in the layout.

• Keep a list of excluded slugs or paths in site settings, so new team members can update it without hunting through templates.

• For multi-language sites, add localized paths like /es/checkout/ and /fr/compte/ to your list.

Tip for advertisers: use Google Ads exclusion lists

This tip is for advertisers who buy ads, not site owners who show them.

Short steps:

1. In Google Ads, go to Tools and Settings, open Shared library.

2. Choose Exclusion lists.

3. Add URLs where you do not want your ads to run.

4. Apply the list to your campaigns.

This protects your placements as a buyer. Your AdSense or site controls protect your own pages as a publisher. Use both sides for full coverage.

Test, monitor, and keep revenue healthy

A quick QA plan makes sure your changes hold.

1. Open excluded pages on desktop and mobile, both logged out and logged in.

2. Check the browser network panel for ad requests. There should be none.

3. Confirm no layout gaps or empty containers remain.

4. Walk through core flows: login, signup, add to cart, pay, and confirm.

Tracking tips:

• Watch bounce rate and conversion rate on these paths.

• Compare before and after, and check time to interactive.

• Add an annotation in your analytics tool when you publish exclusions.

Revenue tips:

• Expect a small drop in ad impressions on these paths.

• Look for higher session depth, better conversion value, and fewer support contacts.

• Track sitewide RPM over a few weeks. Cleaner paths can lift total revenue even if impressions dip slightly.

Retest after site redesigns, ad stack changes, or CMS updates. Add this check to your release checklist.

Avoid these common pitfalls

• Blocking too many content pages and hurting RPM across articles.

• Leaving one stray ad slot on step two of a checkout.

• Forgetting localized paths like /es/checkout/ or /de/konto/.

• Missing AMP or mobile web versions where tags still load.

• Not documenting changes, so rules decay over time.

Quick fix guide:

• Run a path audit with a crawler or site map export.

• Centralize rules in one config file or CMS setting.

• Add automated tests for critical URLs that confirm ad slots do not render.

Conclusion

Exclude ads from login, checkout, and account pages to protect trust, speed up key flows, and keep users focused. The plan is simple: list target pages, set exclusions in AdSense, add page-level controls in your CMS or code, then test and review monthly. This gives you calmer forms, fewer mistakes, and a stronger brand.

Grab one sensitive page today and remove ads in under 10 minutes. Then repeat for the rest and set a calendar reminder for your next review. Quick checklist teaser: target pages, exclusion method, test steps, and review date.