Kickstart 2025 with Exciting New Features in Google’s Performance Max Campaigns

Google is ringing in 2025 with a suite of powerful updates to its Performance Max campaigns, aimed at enhancing control, transparency, and results for advertisers. After a transformative 2024, these latest innovations promise to redefine how businesses harness Google’s AI and channels for maximum impact.

Take Charge with More Campaign Controls Performance Max now offers campaign-level negative keywords for all advertisers, letting you exclude specific queries to maintain brand suitability and focus. Additionally, new customer acquisition goals are rolling out with high-value customer mode, allowing businesses to identify and prioritize users with the highest lifetime value through Customer Match.

Retailers will enjoy refined brand exclusions tailored to ad formats, keeping branded Shopping ads visible while managing brand terms differently for Search text ads. Expanded "URL contains" rules enable advertisers to target traffic by page categories, offering greater precision for product feed campaigns.

For advertisers eager to test cutting-edge tools, new betas include demographic exclusions by age group and device targeting for computers, mobile, and tablets. Interested? Contact Google Ads support to sign up.

Enhanced Search Reporting for Deeper Insights Search themes are officially launching with major improvements. You can now identify whether queries originate from Performance Max’s AI or your manually added search themes. A usefulness indicator helps refine your search themes by showing their incremental traffic value, guiding you to optimize for even better reach.

Asset Group Reporting Made Simple Granular reporting for asset groups is now live, letting you segment data by device, time, and more. Even better, this data can now be downloaded, making it easier than ever to analyze and share performance insights outside the Google Ads interface.