Turn off Google's ad personalisation, configure activity saving and check the location sources. Changing your IP alone is not enough: Google uses your account and activity history, so start with those. A VPN will replace the visible network address, but will only affect IP-based location detection. Being signed in to your account will keep linking activity to you.
The desktop settings paths were verified against the help pages on 23/10/2026. Google warns that Search settings may be updated: the names on your screen may differ.
1. Turn off ad personalisation
Personalisation selects adverts based on searches, YouTube viewing, account data and saved activity from partner sites. Your IP, i.e. the network address of your connection, provides an additional signal about your location. Google may link it to your account and activity. Changing the address does not wipe the history.
Open "My Ad Centre" in the relevant Google account:
- Find the "Personalised ads" toggle.
- Select "Off".
- Confirm turning it off.
The setting applies to all devices signed in to that account. Your chosen topics and brands are deleted, and Google's ad personalisation on partner sites is turned off too. However, saved activity remains.
2. Check ads while signed out
While signed out, open the ads settings and check the toggles for Search, YouTube and websites. For Google ads on other people's sites there is a separate partner settings page.
Cookies are records websites store in your browser; third-party ones belong to embedded services, such as an ad network. If you block them, some advertising settings may be unavailable. Do not allow third-party cookies merely for the sake of access to a toggle.
For the rows about history, the path begins as follows: Google account → "Data and privacy" → "History settings".
| Setting | Where to find it | Where it applies | What it changes | What it does not change |
|---|---|---|---|---|
| Personalisation | "My Ad Centre" → turn off | All devices signed in | Google ad selection, including partners | Saved history |
| Search while signed out | Ads settings → "Search" | This browser or device | Ad personalisation in Search | YouTube settings |
| YouTube while signed out | Ads settings → "YouTube" | This browser or device | YouTube ad personalisation | Search settings |
| Web while signed out | Ads settings → "Web" | This browser or device | Google ad personalisation across the internet | Other networks' ads |
| Partner ads | Partner ads settings | This browser | Google ads on partner sites | Other advertising platforms |
| Auto-delete | Relevant history → "Auto-delete" | Selected account history | How long activity is kept | Browser history |
| Turn off and delete | Relevant history → "Turn off and delete activity" | Selected account history | Its saving and earlier records | All Google data at once |
| Search customisation while signed out | Search customisation → turn off | Search while signed out on this device | Using past searches to estimate location | IP-based location detection |
The scopes are described in Google's help article. Check every account you use.
3. Delete saved activity
Open "History settings". Ad personalisation, location history and limiting IP tracking solve different tasks. There is no single master switch here.
To limit how long data is kept:
- Choose the relevant activity setting.
- Open "Auto-delete".
- Choose an available retention period.
- Press "Next".
- Confirm your choice.
To stop saving, choose "Turn off". To remove earlier records as well, use "Turn off and delete activity", if that option is available.
According to Google's help article, IP addresses and device location are removed from Web & App Activity after 30 days. This period does not apply to all of the company's systems.
First, records disappear from viewing and personalisation, then they are deleted from storage. However, Google may keep some data longer for business or legal reasons. Clear your browser history separately. Even in a private window, being signed in to Google allows search activity to be saved to your account.
4. Check where Google knows your city from
Scroll to the bottom of the Search results page. The label next to the location shows the source. Device geolocation being turned off does not stop the area being estimated from other signals.
| Source at the bottom of the results | Where the information comes from | What to do |
|---|---|---|
| From your device | Device geolocation | Check the permission to access your location |
| Based on your places | Home and work addresses in the account | Check the saved addresses |
| Based on past activity | Previous actions and searches | Manage your history; while signed out, turn off Search customisation |
| From your internet address | Approximate IP geography | Use a VPN if you need to replace the visible IP |
While signed out, turn off Search customisation: past searches from the device will stop being used to estimate your location. However, the device's most recent geoposition may be kept in a cookie for up to 6 hours.
Google will still estimate the general area of the search, as the location help article explains.
A VPN routes your connection through a server whose IP the website sees. To replace your home IP for connected devices, including a TV with YouTube, use CitadelVPN on a router after checking the model's and firmware's compatibility with support. For the MAX plan, CitadelVPN describes ready-made WireGuard/OpenVPN configurations and VLESS keys — these are ways of connecting to a VPN. This only applies to traffic routed through the VPN. However, your account, the device's geolocation and saved Google activity are unaffected.
5. Limit other ad networks
Decline optional advertising cookies. The UK regulator, the ICO, mentions Your Online Choices for opting out of personalisation across various ad networks. The tool uses an opt-out cookie; its current availability has not been separately verified.
Enable GPC if your browser supports it. It is a signal to websites asking them to limit the sale and sharing of data. However, it does not technically block trackers — code that collects information about your actions. The result depends on the website's support for the signal.
Block third-party cookies and trackers following the instructions for your browser. The links between your account, IP and other ways of identifying the user are explained in the overview of online tracking channels.
6. Frequently asked questions
Will there be fewer adverts after turning off personalisation?
No. Adverts will become contextual: Google will be able to take into account the topic of the page, the time of day, your current location, an active search and recently watched videos.
Why do I have to repeat the setting after switching browsers?
While signed out, the choice is stored in the specific browser or on the device. A new browser does not inherit it. Also check whether you have been signed out of your account.
Will Google's settings stop targeted advertising on social networks?
No. Open the advertising settings of each social network separately. Google's toggles do not control other companies' advertising platforms.
7. What to turn off first
Start with personalisation in "My Ad Centre", then delete unwanted activity and set rules for how it is kept. While signed out, check Search, YouTube and web advertising separately. For your location, look at the label at the bottom of the results: device, account addresses, past activity and IP each require different measures. Changing your IP only affects the last of these and does not break the link to your account.