Google Ads’ New Features Improving Performance Max Campaigns

Google Ads’ New Features Improving Performance Max Campaigns

Performance Max is a goal-based campaign type that enables performance advertisers to access all of their Google Ads inventory from a single campaign. It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels, like YouTube, Display, Search, Discover, Gmail, and Maps. Performance Max helps you drive performance based on your specified conversion goals, delivering more conversions and value by optimizing performance in real-time and across channels using Smart Bidding.

Performance Max uses Google AI across bidding, budget optimization, audiences, creatives, attribution, and more, empowered by your specific advertising objective.

In the year 2025, the launch of powerful new AI innovations in Google Ads, designed to help marketing perform, accelerated the growth. With cutting edge measurement solutions like Meridian, powerful advertising tools such as AI Max, and agentic solutions for streamlined workflows, built and shipped game-changing solutions that allowed you to reach consumers from discovery to decisions. With Performance Max, you can get the full power of Google AI across channels all in one campaign. AI is transforming Google Search, making it more intuitive and responsive to user needs. Evolving search behaviours also require new ways to succeed with Search advertising.

What’s New in Performance Max campaigns

Together, AI-powered Search and Performance Max are the Ads Power Pairing to help you maximize conversions across all of Google. Supercharge Search campaigns by combining broad match keywords with Smart Bidding. Performance Max expands on this to help you drive incremental conversions across all Google advertising channels. Using improved keywordless AI technology, it analyzes your landing page content, assets and product feed (if you have one) to find new converting queries and generate relevant text ads that match a user’s intent. New features would help you further improve results from Search inventory in Performance Max. These include account-level negative keywords, campaign-level brand exclusions, page feeds, experiments, and video assets like the video creation tool.

Performance Max is the newest Google Ads campaign type with the most channels and inventory coverage to help you deliver better ROI. Announcing new features to help in getting more ideas to improve your results, using new levers to steer automation based on a unique understanding of your business, and gaining deeper transparency into your performance.

The search and advertising giant has announced several updates for advertisers to improve campaign performance on Search inventory, grow ROI with higher-impact video creative, measure conversion uplift, and get deeper reporting.

Brand Exclusions

Brand exclusions keep your campaigns from serving for branded queries you want to avoid. For Performance Max, brand exclusions apply to Search and Shopping inventory, but you also have the option to allow your Shopping ads to appear in searches for excluded brands. The feature would help to block traffic from most brand misspellings and brand searches in a foreign language. Make sure that Performance Max campaigns won’t serve for branded queries that advertisers want to avoid on Search and Shopping inventory.

Page Feeds

Rolling out page feeds to Performance Max, using a page feed to specify which URLs to use in ads for your Performance Max campaign. Providing a page feed for your landing pages helps Google Ads check that all relevant pages are indexed, determining when to show your ads, and where to direct people on your website.

Advertisers can also use labels to group URLs by a theme to make them easier to use in a specific campaign or asset group.

Easier Video Creation

Google Ads has rolled out a video enhancement feature for Performance Max (PMax) campaigns, aimed at improving video ad performance through automated adjustments. The video enhancement feature is an automated tool that optimizes video creatives in Performance Max campaigns. Advertisers who have always wanted to create a video ad but lacked the resources or time to do so can now take advantage of this feature.

New Reporting & Insights

Google is introducing new reporting and insights. Google is testing new designs to help improve the organization of your workflows and make things easier to find while continuing to provide the same tools you use in Google Ads.

Advertisers will soon have access to asset group-level information like cost, conversion value, and conversions. Additionally, Google is launching budget pacing insights, which will assist advertisers in automatically identifying opportunities to maximize their performance and budget. In addition to their present and anticipated conversion success, advertisers may view how much campaigns have cost and are expected to spend.

Advertisers can use this data to determine how their campaign is progressing and whether there is a chance to adjust or reallocate their budget in order to increase conversion rates.

Conclusion

Updates are a valuable addition to Google Ads for marketers who are looking to get more out of their Performance Max campaigns. The new feature updates provide greater control, flexibility, and insights