Google Ads continues to enhance Performance Max with features focused on improved controls, reporting, and transparency. Here’s what’s new and when to expect it:
New Features Currently Rolling Out
- Campaign-Level Negative Keywords
Rolling out to all advertisers within the next few weeks, this feature allows exclusion of specific queries for brand suitability and better targeting. - High-Value New Customer Acquisition Goal
Now available to all advertisers, this feature uses Customer Match to identify and prioritize high-value new customers, enhancing lifetime value predictions and campaign reporting. - Improved Asset Group Reporting
Segmentation (e.g., by device, time) and the ability to download performance data are being rolled out across all Performance Max campaigns.
Features Rolling Out Soon
- Brand Exclusions for Retailers
Control brand exclusions by ad format (e.g., exclude Search text ads but allow branded Shopping ads). This change will soon be available for campaigns using product feeds. - “URL Contains” Rules for Product Feeds
Expanding to campaigns with product feeds, these rules allow traffic targeting based on specific page categories. - Enhanced Search Reporting
Search themes are now officially launched with improvements, including:- A source column in search terms insights, showing if queries come from keywordless targeting or added search themes.
- A usefulness indicator for search themes.
Upcoming Beta Features
- Demographic Exclusions
Exclude specific age brackets (e.g., “18-24” or “65+”) to refine targeting. - Device Targeting
Customize targeting for computers, mobiles, or tablets.
Advertisers interested in these beta features can contact their Google Ads account team or support.
Here is the official announcement: Kick off 2025 with new Performance Max features.