Google Ads Performance Max: New Controls, Better Insights, More Conversions

Google Ads Performance Max Gets a Major Upgrade.

Google is rolling out a trio of updates to Performance Max, giving advertisers more control, transparency, and optimization power than ever before.

Here’s what’s new:

1. Sharper Targeting Tools:

• Campaign-level negative keyword lists - manage exclusions in bulk across multiple PMax campaigns.

• Search theme limits doubled - from 25 to 50 per asset group, allowing broader intent coverage.

• Demographic controls upgrade - age exclusions now live, plus a gender exclusions beta is rolling out.

• Device targeting - fully available to zero in on users by hardware.

2. Smarter Acquisition & Diagnostics:

• Better new customer reporting - fewer “Unknown” conversions thanks to improved classification of first-time buyers.

• Goal diagnostics - flags issues like broken tags or mismatched goals for faster troubleshooting.

3. Creative Control & Visibility:

• Asset-level performance data - clicks, conversions, and spend for every asset across all PMax campaigns.

• Final URL Expansion assets - now visible and removable (finally!).

• AI-powered creative recommendations - image suggestions and edits designed to boost cross-channel performance, with one-click editing in Google’s native tool.

Here’s why it matters:

With better audience targeting, clearer new customer reporting, and full creative asset visibility, advertisers can:

• Make smarter optimization decisions

• Reduce wasted ad spend

• Improve ROI with stronger, measurable results

And with customer acquisition costs rising, identifying and converting new users efficiently is a serious competitive advantage.

Google Ads is slowly opening up the Performance Max “black box.” This update is a big step toward more control, better insights, and improved campaign performance.

Cheers, Patrick.

CEO & Founder of Ad Lab.

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