Google’s Performance Max (PMax) campaigns continue to evolve. The latest round of updates gives advertisers more tools, insights, and, finally, a bit more control. From a long-awaited ability to use campaign-level negative keywords to minor UI changes like sitelinks counting toward ad strength, there’s plenty to unpack.
Some of it’s game-changing. Some of it… not so much.
Let’s break it down.
The Good: Campaign-Level Negatives (Finally)
This is a genuinely helpful update we’ve all been waiting for.
Campaign-level negative keyword lists are easily the most valuable change in this batch. One of the biggest challenges with PMax has always been filtering out irrelevant traffic. Until now, you had to rely on account-level negatives or workarounds.
Now, you can build a Global Negatives List and apply it directly to each campaign. At JDM, we’re already creating master lists of universally irrelevant terms to streamline campaign setup and ensure that every dollar is focused on high-intent queries. This means less waste and more impact.
The Meh: Ad Strength and Creative Tweaks
Google is updating how it calculates ad strength (sitelinks now count toward the score). That’s a useful nudge; it encourages richer ad formats and helps your campaigns reach more people with relevant content. But let’s be clear: ad strength isn’t even as impactful as Quality Score, which is itself a metric you shouldn’t put too much stock in.
While ad strength is a decent benchmark for asset variety and completeness, it doesn’t directly impact ad rank or CPC. Still, keeping that score in the green can help improve match rates and ensure your creatives are eligible for more inventory.
Bottom line: helpful but not a game-changer.
Read more: Sitelinks now factor into Google Performance Max ad strength
How Much They Matter: Can We Trust PMax Yet?
It’s come a long way.
Between added controls (like device targeting and new exclusion options), better reporting, and smarter search themes (50 per asset group now, up from 25), PMax is inching toward becoming a platform that performance marketers can trust. That said, it remains a black box in many respects.
For clients where performance is already solid, we’re cautiously expanding PMax’s footprint, especially as a lead driver in evergreen campaigns. It’s important to note, though, that we’re maintaining clear guardrails like:
- Strong negative keyword lists
- Focused audience signals
- Regular creative refreshes
- Tight device targeting
One very practical action item here: regularly monitor asset-level performance and pause low-performing creative. With the new reporting, this is easier than ever.
Bonus Updates Worth Noting
- New customer reporting is more reliable, with fewer “unknown” conversions.
- Age exclusions are live, and gender exclusions are in beta.
- You can now layer device bid adjustments, which helps align PMax with known high-performing segments in your funnel.
PMax isn’t perfect, but it’s evolving fast.
If you were skeptical a year ago, now’s a good time to reassess. With better tools for filtering, reporting, and creative strategy, advertisers can start using PMax more strategically, not just as a “set it and forget it” option.
Just don’t forget the basics: keep testing, keep watching, and always set up guardrails.
Want help setting up a Global Negatives List or building a creative rotation strategy for your PMax campaigns? Drop us a line.
