Google’s Performance Max (PMax) campaigns have undergone significant transformations in 2025, introducing a suite of features aimed at providing advertisers with greater control, transparency, and efficiency. These updates are designed to enhance campaign performance across Google’s diverse advertising channels, making it easier than ever for marketers to achieve their goals.
Enhanced Campaign Controls
Campaign-Level Negative Keywords
One of the most requested features, campaign-level negative keywords are now available to all advertisers. This allows for more precise control over ad placements, ensuring that ads do not appear for irrelevant or undesired search queries. Notably, the previous limit of 100 negative keywords has been removed, offering even greater flexibility.
High-Value New Customer Acquisition
Advertisers can now prioritize acquiring high-value customers by specifying them through Customer Match. Google’s AI will then focus on targeting users who are more likely to provide long-term value, optimizing bids accordingly.
Brand Exclusions by Format
Retailers can apply brand exclusions specifically to Search text ads while allowing branded traffic for Shopping ads. This granular control helps in managing brand presence across different ad formats and channels.
URL Contains Rules
The “URL contains” rule feature has been extended to campaigns with product feeds. Advertisers can target specific page categories on their website, enhancing relevance and performance.
Demographic and Device Targeting
New beta features include demographic exclusions, allowing advertisers to exclude specific age groups, and device targeting, enabling customization of ads for computers, mobile devices, or tablets. Advertisers interested in these betas can contact their Google Ads account team.
Improved Reporting and Insights
Channel Performance Reporting
A new Channel performance page provides a campaign-level summary and data visualization, helping advertisers understand how their campaigns perform across Google’s channels, including Search, YouTube, Display, and more. This feature is currently in open beta.
Search Terms Insights
Enhanced search terms reporting now includes a source column, indicating whether queries come from Performance Max’s keywordless targeting or from added search themes. This insight aids in refining targeting strategies.
Search Themes Usefulness Indicator
A new indicator shows the effectiveness of provided search themes in driving incremental traffic, assisting advertisers in optimizing their search themes for better performance.
Asset Group Reporting
Advertisers can now segment and download asset group performance data by device, time, and other dimensions. This granular reporting facilitates more detailed analysis and informed decision-making.
Downloadable Asset Performance
The ability to download asset performance data enables marketers to easily share insights and track creative effectiveness across different segments.
Future Prospects
The 2025 updates to Performance Max signify Google’s commitment to enhancing advertiser control and campaign efficiency. As these features roll out, advertisers can expect improved performance and more strategic insights. Continued feedback and adaptation will be crucial as Google refines these tools to meet evolving advertising needs. According to Ginny Marvin, Google Ads Liaison, “These updates are designed to give advertisers more transparency and control while leveraging the power of AI to drive better outcomes.”
Frequently Asked Questions (FAQ)
What are the benefits of campaign-level negative keywords?
They allow advertisers to prevent ads from appearing for specific search queries, enhancing relevance and reducing wasted spend.
How does high-value new customer acquisition targeting work?
It enables advertisers to focus on users who are likely to provide long-term value, optimizing customer acquisition strategies.
What improvements does channel performance reporting bring?
It offers insights into how campaigns perform across different Google channels, allowing for more informed allocation of resources.
What is the purpose of the search themes usefulness indicator?
It helps advertisers assess the effectiveness of their search themes in driving additional traffic, guiding optimization efforts.
How can advertisers access demographic and device targeting features?
Interested advertisers should contact their Google Ads account team or support to enroll in these beta programs.
For more detailed information on these updates, refer to Google’s official announcements on channel performance reporting and new Performance Max features.