Mastering New Controls in Performance Max: What Advertisers Need to Know

Mastering New Controls in Performance Max: What Advertisers Need to Know

It’s hard to ignore just how quickly Google Ads has been evolving, and Performance Max (PMAX) is leading that charge. For digital marketers and eCommerce brands, the platform’s new features can feel like both a gift and a challenge. The updates now rolling out. Campaign-level negative keywords, age-based targeting exclusions, asset-level reporting, and granular channel performance data. Offer a genuine leap forward for advertisers seeking more control. But how exactly can you put these new levers to work? And why does this round of updates matter more than ever before?

Let’s explore the ins and outs of the latest Performance Max advancements and unravel practical strategies to help you squeeze the most from your investment.

A Closer Look at Google’s Latest Performance Max Features

Campaign-Level Negative Keywords

For years, PMAX’s all-in-one approach made it tough to filter out irrelevant queries. That’s changed: advertisers can now set negative keywords at the campaign level. Want to avoid wasting budget on “free” or “discount” search terms that don’t convert for premium products? Now you can exclude those across your entire campaign, not just at the account level. This is a game-changer for brands with diverse product lines or specific margin requirements.

Age-Based Targeting Exclusions

New demographic controls let you exclude entire age brackets. Maybe your product speaks only to adults 25 and up, or your service is best aimed at retirees. With age-based exclusions in beta, refining your reach just got easier. Early adopters have found it helpful for reducing wasted impressions. Especially in verticals with sharply defined target demographics.

Experience Insight:

In my experience auditing PMAX campaigns for mid-sized eCommerce brands, simply adding a handful of negative keywords and applying age restrictions often slashed cost-per-acquisition by double digits. It’s remarkable how quickly slight shifts in exclusions can trim wasted budget.

Creative Optimization With Asset-Level Reporting

Every creative asset tells a story, but not every story lands with your audience. Google’s asset-level reporting now gives you a clear lens on which headlines, images, and videos are actually driving clicks and conversions. Not just impressions.

Why settle for guesswork? Instead, drill down into asset performance and spot which visuals, ad copy, or calls-to-action are truly resonating. You’ll quickly see patterns, such as a particular product image outperforming others, or certain video formats generating higher engagement on YouTube versus Display. This level of transparency empowers you to refine your creative strategy, making swaps and tweaks in real time to raise your results.

Actionable Approach:

After reviewing asset reports for a recent electronics campaign, we discovered that user-generated content (UGC) videos performed twice as well as glossy brand ads. Rotating in more authentic assets became an immediate priority, boosting engagement and reducing cost per conversion.

Harnessing Channel Performance Insights

PMAX campaigns now offer detailed channel performance breakdowns, letting you see exactly how your ads perform on Search, Shopping, YouTube, Display, Discover, Gmail, and Maps. This granular insight translates into smarter budget allocation.

Are YouTube placements producing more top-of-funnel awareness, while Shopping drives direct sales? Now, you don’t need to wonder. Spotting these trends helps you redistribute budget to high performers or test creative variations where returns lag. For one retail brand, shifting 15% of spend from Display to Shopping. Based on channel insights. Drove a significant bump in conversion rate within a single quarter.

Expert Tip:

Don’t just rely on overall campaign metrics. Dive into the channel report regularly and set a recurring slot in your calendar for performance review. Budget adjustments made with this level of detail will nearly always outperform a generic, set-and-forget model.

Elevating Targeting Precision: Best Practices for Exclusions

Getting exclusions right isn’t just about removing the obvious. It’s an ongoing process that demands observation, adaptation, and creative problem-solving. Start with broad negatives and age-based exclusions based on initial insights, then iterate.

Key Steps for Effective Exclusions:

• Audit your search term report often. Pinpoint searches that bleed budget or attract unqualified leads.
• Layer exclusions. Use negative keywords alongside demographic blockers for a double filter.
• Test and re-evaluate. Digital landscapes shift rapidly; what worked last month may need fine-tuning this month.
• Watch device and placement performance. Certain placements might perform poorly for some brands, especially on mobile apps.

Personal experience has shown that ongoing refinements. Rather than one-off updates. Lead to tighter targeting and greater campaign profitability over time. This methodical approach, rather than a “set it and forget it” mentality, fuels sustained growth.

What These Updates Mean for Campaign Strategy and ROAS

These changes aren’t just technical updates; they redefine how advertisers can shape their strategy inside PMAX. More granular controls mean campaigns can focus on real value drivers. Delivering higher-quality traffic, tighter audience segments, and ultimately, more predictable returns.

Experience & Results:
From consulting with both large and boutique eCommerce companies, the introduction of these features consistently correlates with improved ROAS. The ability to swiftly cut out wasted spend with negative keywords and demographic filters means more budget channeled toward converting users. Paired with asset and channel insights, every dollar is now working harder.

Strategy, then, is about agility: review new data frequently, optimize assets, adjust budgets based on channel-specific results, and keep refining exclusions. Brands willing to engage consistently with these controls are already seeing measurable uplifts in both conversion rates and revenue.

Frequently Asked Questions

How do campaign-level negative keywords work in PMAX?

Campaign-level negative keywords let you block irrelevant or low-value search queries across your entire Performance Max campaign. This ensures your budget stays focused on the terms most likely to convert, boosting efficiency and ROI.

What’s the advantage of asset-level reporting?

Asset-level reporting provides visibility into the specific images, headlines, and videos driving performance. With this detail, you can double down on top performers and quickly swap out underachievers, making it easier to continually optimize creative for stronger results.

Is it possible to exclude certain age groups from seeing my PMAX ads?

Yes, with the introduction of age-based exclusions, you can prevent your ads from appearing to entire age brackets. This can help concentrate budget on your highest-converting audience segments, reducing unwanted impressions and spend.

How should budget allocation change with channel performance data?

Channel performance data highlights which platforms. Search, Shopping, YouTube, etc.. Deliver the most value for your goals. Adjust your budget to favor channels with proven results, but keep monitoring performance trends to stay ahead of shifts in user behavior.

What are best practices for exclusions and targeting in PMAX?

Regularly audit negative keywords, utilize age and demographic exclusions, and don’t hesitate to test new combinations. Staying proactive and refining exclusions over time will help you maintain optimal targeting and campaign profitability.

Take Control of Your Performance Max Future

Google’s refresh of Performance Max offers the kind of direct control and transparency brands have long been asking for. Whether you manage a single store or a national retail chain, leaning into these new features gives you the power to deliver smarter ads that reach the right people. At the right time, on the right platform.

Every feature, from negative keywords to channel insights, is an opportunity to fine-tune your campaigns and maximize returns. Dive into your data, trust your expertise, and commit to consistent optimization. The brands who embrace these controls are already outpacing competitors stuck in autopilot.

Ready to unlock your account’s full potential? Start experimenting with these new controls today and experience firsthand what elevated Performance Max can do for your business.