Microsoft Advertising has announced an increase to the search theme limit in Performance Max campaigns, expanding from 25 to 50 themes per asset group. This update brings Microsoft’s setup in line with Google Ads and gives advertisers broader control over campaign automation.
Search themes can now be used alongside LinkedIn profile targeting and Impression-Based Remarketing to better align campaigns with ideal customer signals. Microsoft recommends regularly refreshing themes with high-performing queries to improve relevance and intent targeting.
This update is especially helpful for advertisers managing large or diverse product sets across multiple categories.
The news was shared by Navah Hopkins, who also noted that a full blog post with more updates will be published Wednesday the 14th.