Google Ads Performance Max is rolling out significant updates in 2025 to improve advertiser control and transparency. Key features include campaign-level negative keywords (now GA), high-value new customer mode using Customer Match to predict lifetime value (GA), and separate brand exclusions for Search vs Shopping ads for retail feeds. URL contains rules expand to feed campaigns, and upcoming betas allow age-based demographic exclusions and device targeting (computer/mobile/tablet).
On the reporting front, search themes launch with improvements: search terms insights differentiate traffic from keywordless targeting vs. provided themes, and usefulness indicators help optimize themes. Asset group reporting gains segmentation by device, time, etc., and becomes downloadable.
These features address long-standing advertiser requests for more nuanced controls and granular insights, enabling better steering of AI-driven campaigns. Actionable takeaways: (1) Implement negative keywords and high-value new customer mode to refine audience targeting. (2) Leverage separate brand exclusions for Search vs.
Shopping to balance brand protection and visibility. (3) Use URL contains rules for site-specific targeting. (4) Apply for betas to gain exclusion and device targeting.
(5) Utilize enhanced search and asset group reporting to identify incremental value from search themes and optimize asset performance. Ad ops teams should prioritize testing these features to maximize campaign efficiency and ROI.
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