Whilst Performance Max campaigns are nothing new in the arsenal of Google Ads possibilities, they have been the main focus of development for Google Ads since their launch in 2022. With that being said 2025 is no different. Performance Max continues to dominate with Adido finding that “95% of retailers adopting it by the end of 2024 and driving 67% of Google shopping ad revenue”.
It’s said that the 2025 key updates to Performance Max campaigns are going to offer more control, deeper insights, and enhanced transparency. These changes aim to refine AI-driven campaigns and provide clearer visibility into performance. Lets take a deeper look at exactly what we have seen so far from Google’s Developments in 2025:
Negative keywords are now available at the campaign level.
Google has introduced negative keywords at the campaign level in Performance Max campaigns, giving advertisers greater control over their ad placements. This long-awaited update allows businesses to exclude irrelevant searches, improving targeting efficiency and budget allocation. By adding negative keywords, advertisers can prevent their ads from showing for unwanted queries, reducing wasted spend and increasing ROI. Previously, negative keywords were only available via account-level exclusions or brand safety settings, making optimisation more challenging.
New customer acquisition goals
Google Ads has introduced new customer acquisition goals in Performance Max campaigns, helping businesses focus on attracting high-value, long-term customers. This update enhances bidding and targeting strategies, ensuring your ads reach prospects who closely resemble your most valuable existing customers. By leveraging Google’s advanced machine learning, advertisers can optimise campaigns to prioritise users who are more likely to convert and remain loyal over time. This is particularly beneficial for businesses looking to expand their customer base efficiently while maximising return on ad spend (ROAS).
URL-based targeting
Google Ads has introduced URL-based targeting in Performance Max campaigns, enabling advertisers to refine their targeting using product feed URLs. This update allows businesses to focus their ads on specific product categories, ensuring more relevant placements and better audience alignment. By leveraging URLs, advertisers can now control which sections of their website are prioritised for ads, improving conversion rates and return on ad spend (ROAS). This feature is especially beneficial for e-commerce brands looking to drive traffic to high-performing categories.
New Betas for Age Exclusions and Device Targeting
New beta features for age exclusions and device targeting in Performance Max campaigns are giving advertisers greater control over their audience. With age exclusions, businesses can prevent ads from being shown to specific age groups that are less likely to convert, improving budget efficiency. Device targeting allows advertisers to focus on users based on the devices they use, such as mobile, desktop, or tablet, ensuring better ad relevance.
With these exciting updates, Performance Max campaigns are becoming more powerful and customisable than ever, allowing advertisers to optimise their strategies with greater precision. Contact the specialists at FUZE Agency today to ensure your business stays ahead with the latest Google Ads innovations!
