diff --git a/src/main/java/com/swyp/picke/domain/ad/service/AdQueryService.java b/src/main/java/com/swyp/picke/domain/ad/service/AdQueryService.java
index c01b429..5f04b72 100644
--- a/src/main/java/com/swyp/picke/domain/ad/service/AdQueryService.java
+++ b/src/main/java/com/swyp/picke/domain/ad/service/AdQueryService.java
@@ -3,6 +3,8 @@
 import com.swyp.picke.domain.ad.dto.response.AdResponse;
 import com.swyp.picke.domain.ad.entity.AdCreative;
 import com.swyp.picke.domain.ad.enums.AdSlotCode;
+import com.swyp.picke.domain.ad.enums.AdNetwork;
+import com.swyp.picke.domain.ad.enums.AdSource;
 import com.swyp.picke.domain.ad.enums.AdStatus;
 import com.swyp.picke.domain.ad.enums.AdTargetOs;
 import com.swyp.picke.domain.ad.repository.AdCreativeRepository;
@@ -46,6 +48,7 @@ public List<AdResponse> findServableAds(AdSlotCode slot, AdTargetOs os, int size
 
         List<AdCreative> candidates = adCreativeRepository.findAllBySlotAndStatus(slot, AdStatus.ACTIVE).stream()
                 .filter(creative -> creative.isServable(now))
+                .filter(this::isShoppingOrManualAd)
                 .filter(creative -> creative.getTargetOs().matches(requested))
                 .toList();
 
@@ -64,6 +67,7 @@ public List<AdResponse> findLandingAds() {
 
         return adCreativeRepository.findAllByStatusOrderByIdDesc(AdStatus.ACTIVE).stream()
                 .filter(creative -> creative.isServable(now))
+                .filter(this::isShoppingOrManualAd)
                 .map(creative -> AdResponse.of(creative, buildClickUrl(creative)))
                 .toList();
     }
@@ -101,6 +105,14 @@ private void increaseImpression(ImpressionTarget target, LocalDate today) {
         }
     }
 
+    /** 동기화된 애드픽 설치·가입 캠페인은 제외한다. 쇼핑 식별자는 수집 시 생성한 sh + 해시다. */
+    private boolean isShoppingOrManualAd(AdCreative creative) {
+        if (creative.getNetwork() != AdNetwork.ADPICK || creative.getSource() != AdSource.ADPICK_API) {
+            return true;
+        }
+        return creative.getExternalId() != null && creative.getExternalId().matches("sh[0-9a-f]{10}");
+    }
+
     private String buildClickUrl(AdCreative creative) {
         return adBaseUrl + "/c/" + creative.getCode();
     }
diff --git a/src/test/java/com/swyp/picke/domain/ad/service/AdQueryServiceTest.java b/src/test/java/com/swyp/picke/domain/ad/service/AdQueryServiceTest.java
index 765cef9..ace9f9a 100644
--- a/src/test/java/com/swyp/picke/domain/ad/service/AdQueryServiceTest.java
+++ b/src/test/java/com/swyp/picke/domain/ad/service/AdQueryServiceTest.java
@@ -5,6 +5,7 @@
 import com.swyp.picke.domain.ad.enums.AdNetwork;
 import com.swyp.picke.domain.ad.enums.AdSlotCode;
 import com.swyp.picke.domain.ad.enums.AdStatus;
+import com.swyp.picke.domain.ad.enums.AdSource;
 import com.swyp.picke.domain.ad.enums.AdTargetOs;
 import com.swyp.picke.domain.ad.repository.AdCreativeRepository;
 import java.time.LocalDate;
@@ -147,6 +148,44 @@ void findServableAds_filtersByTargetOs() {
         assertThat(result).extracting(AdResponse::code).containsExactlyInAnyOrder("ios00001", "all00001");
     }
 
+    private AdCreative syncedAdpick(String code, String externalId) {
+        AdCreative ad = creative(code, AdStatus.ACTIVE, 100, null, null);
+        ReflectionTestUtils.setField(ad, "network", AdNetwork.ADPICK);
+        ReflectionTestUtils.setField(ad, "source", AdSource.ADPICK_API);
+        ReflectionTestUtils.setField(ad, "externalId", externalId);
+        return ad;
+    }
+
+    @Test
+    void excludesInstallCampaignsEvenWhenShoppingCannotFillRequestedSize() {
+        var shopping = syncedAdpick("shop0001", "sh012345abcd");
+        var install = syncedAdpick("app00001", "ukjd9nru");
+        var signup = syncedAdpick("join0001", "hmvdx3t3");
+        var coupang = creative("coup0001", AdStatus.ACTIVE, 1, null, null);
+        when(adCreativeRepository.findAllBySlotAndStatus(AdSlotCode.HOME_FEED, AdStatus.ACTIVE))
+                .thenReturn(List.of(shopping, install, signup, coupang));
+
+        assertThat(adQueryService.findServableAds(AdSlotCode.HOME_FEED, AdTargetOs.ALL, 10))
+                .extracting(AdResponse::code).containsExactlyInAnyOrder("shop0001", "coup0001");
+    }
+
+    @Test
+    void doesNotFallbackToInstallAdsWhenThereAreNoShoppingProducts() {
+        when(adCreativeRepository.findAllBySlotAndStatus(AdSlotCode.HOME_FEED, AdStatus.ACTIVE))
+                .thenReturn(List.of(syncedAdpick("app00001", "ukjd9nru"),
+                        syncedAdpick("bad00001", null)));
+        assertThat(adQueryService.findServableAds(AdSlotCode.HOME_FEED, AdTargetOs.ANDROID, 10)).isEmpty();
+    }
+
+    @Test
+    void landingAlsoExcludesInstallCampaigns() {
+        when(adCreativeRepository.findAllByStatusOrderByIdDesc(AdStatus.ACTIVE))
+                .thenReturn(List.of(syncedAdpick("shop0001", "sh012345abcd"),
+                        syncedAdpick("app00001", "ukjd9nru")));
+        assertThat(adQueryService.findLandingAds()).extracting(AdResponse::code)
+                .containsExactly("shop0001");
+    }
+
     @Test
     @DisplayName("노출 집계는 같은 날 반복 호출하면 기존 행을 누적한다")
     void recordImpressions_incrementsExistingRow() {