Performance Max is growing this year to help users improve results and increase transparency into what is driving campaign performance. From improved exclusions to improved reporting tools, Google is really adding value to Performance max campaigns in 2025.
Some of the new features include:
- Campaign-level negative keywords are being rolled out to all advertisers
- New customer acquisition goal with a high-value mode
- Brand exclusions for various formats in retailer campaigns with product feeds
- ‘URL contains’ rules for any campaigns with product feeds
- Demographic exclusions
- Device targeting
We spoke to Tomasz Abbott-Wieczorek, Founder and Chief Profit Architect of PPC Profit Club, to get his thoughts on the new Performance Max features:
Expert opinion
Tomasz Abbott-Wieczorek, Founder and Chief Profit Architect of PPC Profit Club
"This is a massive step forward for Performance Max and finally gives advertisers more of the control we’ve been asking for. Honestly, these features should have been there from day one—but better late than never. Every day, I see Google Ads specialists wrestling with the ‘black box’ nature of PMax, trying to figure out what’s actually working. These updates bring a serious upgrade in transparency, and I wouldn’t be surprised if they lead to wider adoption. Now let’s see how well they actually work in the wild."
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