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Let’s be honest—Google’s AI is smart, but is your-business-level smart? You’ve got unique goals, insider knowledge, and the common sense to steer that AI in the right direction. Thankfully, Performance Max has rolled out some shiny new features, and now you’ve got the keys to the car. Let’s see how you can stop being a passenger and start driving.
Get the Most Out Of Your Google Ads
AI Is Powerful, but You’re the Boss
Nobody knows your audience better than you (except maybe their nosy neighbor). That’s why these updates are about giving you more control. Google’s AI is great at crunching numbers, but it needs a nudge from your business instincts. Here’s how you can give it one.
Campaign-Level Negative Keywords
Not all clicks are created equal. Some are just bad. You can now tell Google which queries to avoid, sparing you the agony of paying for ads on irrelevant terms like “cheap knockoffs.” (Unless, of course, you sell cheap knockoffs—then, carry on.)
High-Value New Customer Goals
Not all customers are worth the same either. Use Google’s shiny new Customer Match tool to identify big spenders, long-term buyers, or anyone who doesn’t think twice before upgrading to premium. The AI will then target these VIPs and bid like your digital life depends on it.
Demographic and Device Targeting (Beta)
Who you sell to—and where they click—matters. With demographic exclusions, you can finally stop serving ads to Grandma for your skateboarding gear. And if mobile users aren’t buying but desktop users are, you can adjust for that too.
Get Specific: Retailers, This One’s for You
If you’re in e-commerce, buckle up. Product feed updates are here to make your campaigns more efficient and less annoying.
Brand Exclusions by Format
Ever wanted to keep Shopping ads running for branded searches but exclude text ads? Now you can. It’s like telling Google, “Show the shoes, but keep the text chatter to a minimum.”
“URL Contains” Rules
Want to push people toward your “boots” page instead of your “flip-flops” page? Easy. Just tell Google to target URLs with “boots” in them. Now your campaigns are laser-focused.
Reporting: Less Guessing, More Knowing
If you’ve ever wondered what the AI is actually doing behind the curtain, the new reporting features will be your favorite toy.
Search Themes and Insights
You’ll finally see where your clicks are coming from—Performance Max’s magical keywordless targeting or the themes you set. Plus, you’ll get a “usefulness” score for your search themes. It’s like Google saying, “Nice try, but maybe tweak this one.”
Segmented Asset Group Performance
Break your campaign performance into bite-sized chunks. Want to know if mobile is killing it or if Monday mornings are your prime conversion time? Now you can. Even better, the data is downloadable—because nothing screams “team meeting” like a good spreadsheet.
Which Campaign Types Work Best with New Performance Max Features (And Why You Should Care)
Let’s cut to the chase: Not every ad campaign feature is right for every business, but when used correctly, these new Performance Max tools can make your advertising strategy look like a masterstroke of genius. Whether you’re selling couture handbags or plumbing services, there’s a feature here designed to make you look like the smartest marketer in the room. Let’s dive into which features pair best with specific industries and why they matter.
1. Campaign-Level Negative Keywords: Because Nobody Wants Wasted Clicks
Ever paid for clicks on searches like “cheap” or “free”? Yeah, that hurts. Campaign-level negative keywords make it easier to avoid junk traffic and keep your ads in front of people who actually matter.
Perfect For:
- Luxury Brands: You don’t want your ads popping up for bargain hunters.
- B2B Tech: Filter out irrelevant consumer-level searches. “How to fix my router” isn’t going to help you sell enterprise-level solutions.
- Healthcare Services: Avoid non-compliant or irrelevant queries. For example, you’d want to skip queries like “free clinic.”
2. High-Value New Customer Goals: The VIP Feature
Here’s a secret: Not all customers are created equal. This tool helps you zero in on the customers who will actually make your business money—not just this month, but over time.
Perfect For:
- E-Commerce: Whether it’s luxury watches or niche gadgets, target repeat buyers and big spenders.
- Subscription Services: SaaS, streaming platforms, and gyms love this. Retain loyal customers and keep that recurring revenue flowing.
- Real Estate: Attract high-budget clients who are likely to close on premium properties.
3. Brand Exclusions for Retail Campaigns: Control Freaks, Rejoice
If you’re tired of ads behaving like wild toddlers, this is for you. Now, you can tailor your exclusions based on where ads appear, whether Shopping or Search.
Perfect For:
- Apparel & Fashion: Show Shopping ads for branded queries but filter Search ads separately.
- Consumer Packaged Goods (CPG): Maintain precision in how your products are shown across platforms.
- Automotive Retail: Display branded Shopping ads but tweak text ads for better targeting.
4. “URL Contains” Rules: Laser-Focused Targeting
If your website has a million categories, this feature is your new best friend. It ensures your ads point to the exact part of your site that matches the user’s intent.
Perfect For:
- E-Commerce: Want to drive traffic to your “sneakers” page instead of “everything else”? This is how you do it.
- Hospitality: Promote seasonal packages like “winter getaways” by targeting relevant URLs.
- Event Management: Funnel users to pages for weddings, conferences, or concerts based on their searches.
5. Demographic Exclusions: Stop Wasting Ad Spend on the Wrong Crowd
Not every age group is interested in what you’re selling, and now you can exclude them. No more skateboarding ads for Grandma unless she’s surprisingly into that.
Perfect For:
- Education & E-Learning: Exclude age groups that aren’t relevant. For example, you don’t need to target 18-year-olds for an executive MBA program.
- Luxury Travel: Focus on affluent demographics and skip the budget-conscious crowd.
- Financial Services: Tailor campaigns to the right age brackets, like targeting retirees for pension plans or young adults for first-time mortgages.
6. Device Targeting (Beta): Because Desktop vs. Mobile Matters
Different devices = different behaviors. This feature lets you get granular about where your ads appear and how they perform.
Perfect For:
- E-Commerce: Drive mobile traffic for impulse buys or desktop traffic for big-ticket items.
- Gaming: Focus on mobile for casual gamers and desktop for the hardcore crowd.
- Healthcare Apps: Target mobile users for telehealth consultations.
Scaling across devices and international markets can be tricky, but AI makes it easier. Learn how to use it effectively in our blog post, 10 Tips for Using AI to Scale Google Ads Campaigns in International Markets.
7. Enhanced Search Reporting with Search Themes: Get Inside the AI’s Brain
Want to know where your clicks are actually coming from? Search themes let you peek behind the curtain and refine your targeting based on real data.
Perfect For:
- Legal Services: Ensure your queries reflect specific needs like “personal injury lawyer” instead of generic searches.
- Local Services: For plumbers or electricians, relevance equals ROI.
- Education: Fine-tune campaigns to drive traffic to specific courses or certifications.
By the way, If you keep seeing underwhelming results there are some tips on fixing and low ad performance on Google Performance Max. Also, Read our blog post, Mastering Performance Max: A Deep Dive into 2025 Analysis & Optimization, for advanced tips on leveraging these reporting tools to fine-tune your campaigns.
8. Improved Asset Group Reporting: Spreadsheets for the Win
Data nerds, rejoice. Now you can break down asset group performance and see what’s driving results. And yes, you can download it.
Perfect For:
- E-Commerce: See which product categories convert the best.
- B2B SaaS: Understand how specific messaging resonates with different demographics.
- Tourism: Identify trends in device usage or the best times for booking travel.
What’s the Right Fit for You?
- Retailers: Brand exclusions and URL targeting tools will keep your campaigns sharp and focused.
- E-Commerce & Subscriptions: High-value customer goals will help you land the big spenders.
- B2B Marketers: Negative keywords and reporting tools provide the clarity and control you need.
If you’re still treating your campaigns like a one-size-fits-all solution, it’s time to rethink. These new features are your ticket to sharper targeting, smarter insights, and bigger wins. So, pick the tools that fit your business, test them out, and let Performance Max do the heavy lifting—just the way you want it to.
For an in-depth look at how to analyze and optimize your campaigns with these new tools, check out our blog post, Mastering Performance Max: A Deep Dive into 2025 Analysis & Optimization. This guide will help you unlock the full potential of these features and maximize your advertising success.
Your 2025 Game Plan (Spoiler: It’s All About You)
Here’s how to milk these updates for all they’re worth:
- Set Clear Goals. What’s your priority? High-value customers? Brand safety? Get specific and match your objectives with the right tools.
- Fine-Tune Your Ads. Use negative keywords, URL rules, and brand exclusions to make sure your ads are only showing where they should.
- Test, Adjust, Repeat. Reporting insights aren’t just numbers—they’re clues. Follow the data, tweak your campaigns, and watch your results climb.
- Get Ahead of the Betas. Sign up for demographic and device targeting betas if they make sense for you. Being an early adopter means beating your competition to the punch.
Make AI Work For You
2025 isn’t about sitting back and letting Google’s AI do all the heavy lifting. It’s about guiding it, tweaking it, and using these new tools to get the outcomes you want. Think of Performance Max like a supercharged car. The AI is the engine, but you’re the driver—and with these new features, you can actually steer.
So, ready to take the wheel? Good. Let’s make 2025 the year your campaigns crush it. Or at least the year you stop paying for “cheap jackets” clicks.