3 New Google PMAX Features You Should Be Using Now

Google Ads’ Performance Max (PMAX) campaigns never stand still. If it seems like every time you open the dashboard there’s something new – well, that’s not just your imagination. Google is on a roll, dropping updates aimed at giving advertisers sharper control and better campaign results. So, what’s actually worth your attention right now? I’ve spent the past few months knee-deep in client accounts, putting these fresh features to the test. Let’s cut through the jargon and talk about the three PMAX upgrades you really should be using today.

Asset Group Controls: More Muscle, Less Frustration

There was a time when managing creative assets in PMAX felt like shouting into the wind. You’d load up images, videos, and headlines, then cross your fingers and hope the algorithm served them to the right audiences in the right places. Not anymore. Google’s new asset group controls are a big deal, and I’ve watched them transform how quickly we can adjust messaging based on real campaign data.

With asset group controls, advertisers can:

• Assign assets to specific groups with much clearer separation (think: different images and copy for men’s vs. women’s lines in retail)
• View performance metrics for each asset group separately
• Manually pause or edit underperforming asset groups on the fly

For one e-commerce client, implementing separate asset groups for product categories led to a visible uptick in ROAS in just two weeks. Rather than letting Google scatter creative across all product lines, we got surgical. Performance became easier to track and, maybe more importantly, easier to explain to a client who likes to see exactly where their budget’s going.

The main takeaway? Customization is your new power tool. Don’t just dump assets in a single bucket; leverage the new controls so every asset speaks directly to its audience segment.

Improved Brand Exclusions: The End of Unwanted Traffic Bleed

If you’ve been burned by PMAX campaigns showing your ads for competitor brand names or totally unrelated queries, you’re not alone. The new-and-improved brand exclusion feature is a relief for anyone tired of seeing spend slip away on clicks that don’t serve your goals.

Here’s what changed:

• You can now exclude both your brands and specific competitor brands with far greater precision.
• Exclusions work consistently across all Google properties included in PMAX (Search, YouTube, Discovery, etc.), which used to be a major pain point.
• Negative keyword exclusions within PMAX are now more robust, allowing for much tighter control of irrelevant traffic.

From my hands-on experience, one B2B account managed to cut wasted spend by nearly 14% in a single month after we implemented competitor exclusions. This drew a clear line in the sand, making sure our ads stood where they belonged without subsidizing another company’s search terms.

The bottom line: take time to review your exclusions list. Be honest – when was the last time you really went through your competitor list and blocked the ones that sneak through? These controls are no longer a “nice to have”; they’re your safety net against bottom-of-the-barrel traffic.

Refreshed Audience Signals: Smarter Targeting for a Moving Market

Audience targeting in PMAX used to feel like a bit of a guessing game, didn’t it? You’d tick a few interest boxes, enter a remarketing list, and hope the algorithm pieced together your intentions. The recent refresh to audience signals has made campaign targeting much sharper – and yes, measurable.

Key new benefits of refreshed audience signals:

• More granular audience segments now available, including in-market and life event signals relevant to your exact conversion goal
• Ability to prioritize certain audience lists, telling Google which segments to go after first (instead of spreading spend too thin)
• Live feedback on which audience signals drive conversions, letting you double down or pivot quickly

Let’s not sugarcoat it: automation is brilliant, but it’s only as smart as the signals you provide. For a lead-gen project in the finance sector, fine-tuning audience signals trimmed CPA by almost 25% in a month – and that was just by prioritizing high-converting remarketing audiences.

PMAX campaigns might be automated, but don’t buy into the myth that you can just leave Google on autopilot. Feed it smarter, more selective audience signals, then check back often. Trends and behaviours change fast – your signals should keep up.

Tips on Creative Assets and PMAX Structure

While features are rolling out thick and fast, one truth remains: automation thrives on solid creative. If you want those snazzy new asset group controls to deliver, your assets need to be sharp, on-brand, and flexible.

A few practical pointers from recent projects:

• Regularly refresh creative assets, especially for dynamic segments like seasonal offers or trend-driven products.
• Use every creative slot available – that means headline variations, long-form descriptions, multiple images, and video where possible.
• Keep an eye on asset group performance and don’t hesitate to swap out tired creative. The dashboard feedback is faster now and gives you more clarity.
• Test, tweak, and trust the data, not your gut.

As for overall PMAX structure, the trend is clear: more granularity, better performance. Splitting campaigns by key categories, value props, or customer journeys brings more actionable data and quicker optimization cycles. What worked when you first set up PMAX probably needs a refresh right now. Don’t leave it on cruise control.

Practical Adjustments for Better Results

After months of testing, these are the adjustments I’m rolling out for every PMAX client right now:

• Audit all existing asset groups and reorganize by target intent, not just product category.
• Build and update exclusion lists monthly, blocking irrelevant brands and tightening up negative keywords.
• Push high-performing audience lists to the front of your signals mix and watch the results closely.
• Schedule routine creative refreshes. If it’s been six weeks since your last image swap, it’s time.

Hands-on PMAX management is no longer “set and forget.” It’s a living process. As someone constantly juggling multiple accounts, I can vouch for the payoff – these updates are giving advertisers real, measurable wins when they’re used with intent.

Frequently Asked Questions

What are the biggest mistakes advertisers make with the new PMAX features?

One of the most common pitfalls is sticking with default settings or ignoring the new controls entirely. Relying on broad asset groups or neglecting brand exclusions leads to wasted spend and unclear performance insights. Staying active with your optimizations is key.

How often should I update audience signals and creative assets?

If your business relies on seasonality or regular promo cycles, update creative at least once a month. Audience signals should be reviewed every campaign cycle or anytime you see shifts in conversion performance. The more agile your refresh process, the better PMAX performs.

Is PMAX better for ecommerce or lead generation?

Recent updates make PMAX more adaptable than ever. Ecommerce campaigns benefit from granular asset grouping and exclusion controls, while lead-gen gets a lift from smarter audience signals. The right setup for your business will depend on your goals and target customer behaviour.

Can I run PMAX without video assets?

Yes, but having at least one video dramatically enhances placement opportunities across Google’s network. If you’re not using video, you’re leaving reach potential untapped – and missing out on data to refine other creative elements.

Do I need to restructure my old PMAX campaigns to use these features?

It’s highly recommended. The latest features are most effective when campaigns are structured deliberately with asset groups and exclusions in mind. Taking the time to reorganize pays off quickly in terms of insight and ROI.

Smart optimization isn’t about chasing every shiny new update – it’s about understanding which features change the game and integrating them with confidence. Put these PMAX upgrades to work, and you’ll feel the difference where it counts: in your results, your reports, and your peace of mind. Give your campaigns the attention they deserve and watch the gains stack up.