And that’s great news! So, what updates can we expect in 2025? Let’s take a look.
This feature has been requested since the launch of Performance Max. It allows marketers to exclude specific search queries, leading to more accurate and precise targeting. Read our article Negative keywords in Google Ads for more information. Many advertisers already have access to this feature, and by the end of the year, it will be available to everyone.
Google is expanding its New Customer Acquisition (NCA) goal in Performance Max with a new High-Value Mode. This means advertisers can now prioritize not just acquiring new customers but specifically targeting those who are more likely to bring higher long-term value to their business.
With this update, Performance Max can optimize campaigns to focus on customers who meet certain criteria—such as higher purchase value, repeat buying behavior, or subscription potential—based on first-party data and Google’s machine learning.
This is great news for businesses looking to maximize their return on ad spend (ROAS) by acquiring not just more customers, but the right customers. Expect better targeting, improved efficiency, and ultimately, more profitable growth.
You might think this feature already exists—but it doesn’t. Right now, you can only exclude brands at the campaign level. But what if you want to exclude brands from search results while still keeping them for Shopping ads? Well, now you can.
And here’s my take on it:
"While this can be a useful feature for excluding certain brands you sell, I recommend using separate campaigns for your own brand. This ensures that Performance Max works harder to find new opportunities rather than just capturing the easy wins."
This rule was already available in standard Performance Max campaigns, and now you can use it with product feed campaigns too. It allows you to target traffic based on specific parts of your website's URLs. For example, if you own an electronics store, you could create a rule to target pages that have “laptops” in the URL. This helps ensure your ads are shown to people looking for the right products.
This makes it easier to focus on the right products and improve targeting. Whether you want to highlight certain items or exclude others, this feature helps you create more effective campaigns. But if you really want to move your segmentation to the next level, visit our Smart segmentation page and learn more about segmenting based on ROAS, profit margin or more.
This feature is currently in beta, but it could make many marketers happy. With demographic exclusion, you’ll be able to exclude specific age groups, such as 18-24, 25-34, 65+, and so on.
Another feature in beta allows you to customize targeting based on device—PC, mobile, or tablet. This opens up the possibility of launching separate campaigns for mobile and desktop devices with different targeting strategies.
Search Themes allow you to add specific search queries that you know your customers are using, along with the ones that Performance Max predicts based on your ads and landing pages. Now, you can see a new “source” column in search term insights. This shows if the queries come from Performance Max’s automatic targeting or from the Search Themes you added.
There is also a new “usefulness” indicator next to your Search Themes. This tells you if your added themes are bringing in extra traffic or if you might need to update them to improve results.
Finally, Performance Max is improving asset group reporting. You can now break down your asset group performance in more detail, including seeing conversions by device, time, and more.
Oh and you can also download Asset Group performance data for even better reporting.
All these new features make us excited. While we are fans of AI-driven campaigns, some control should still be maintained.
Want to have control over your Performance Max now? Try it in Dotidot. It’s FREE until 2026.
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