Microsoft Advertising has increased the number of search themes allowed in Performance Max campaigns from previous limits to 50 per campaign.
How it works:
Advertisers can now input a broader set of intent signals to guide Microsoft’s automation. Search themes act as directional prompts rather than strict targeting, helping the algorithm understand which queries and user intent it should prioritise when serving ads.
What’s the benefit:
This gives advertisers greater strategic influence without fragmenting campaigns. It is especially useful for brands with wide product ranges, seasonal demand, or multiple service lines, allowing automation to scale while staying aligned with commercial priorities.
