Performance Max just got more powerful

2025 is kicking off with a major upgrade to Google’s Performance Max, offering advertisers more control, deeper insights, and smarter AI-driven optimisations. These changes will empower brands to refine their targeting, improve transparency, and drive better performance across all of Google’s channels.

But here’s the catch: not everyone has access just yet. At Webtopia, we’re already working to get our clients whitelisted, ensuring they stay ahead of the competition with the latest features before the masses. If you’re looking to push your Google Ads strategy further, this update is for you.

More control: steer AI in the right direction

While Performance Max’s AI-driven automation is powerful, many advertisers have been asking for more control. Now, Google is delivering:

👉 Campaign-level negative keywords: Prevent your ads from showing up on unwanted searches.
👉 Demographic exclusions: Exclude age groups that don’t align with your audience.
👉 Device targeting (Beta): Optimise differently for mobile, desktop, or tablet users.

You’re no longer leaving everything to AI. You can fine-tune your campaigns to align with your goals.

Smarter audience targeting: find the right customers

Finding new customers is good. Finding high-value customers is even better. With Google AI’s new high-value mode, advertisers can:

👉 Define their most valuable customers using Customer Match.
👉 Allow Google AI to bid more aggressively for those who are likely to spend more over time.
👉 Access new reporting insights on customer acquisition performance.

It’s not just about getting more customers, it’s about getting the right ones for maximum long-term revenue.

Deeper insights: see what’s really driving performance

Advertisers have long struggled with the lack of transparency in Performance Max. Now, Google is rolling out:

👉 Search themes usefulness indicator: Find out if your search themes are actually helping.
👉 Search terms insights source column: See whether a query came from AI or one of your manually added search themes.
👉 Granular asset group reporting: Break down conversions by device, time, and more. You’ll also be able to download the data.

Better insights = better optimisation and higher ROAS.

Webtopia partners get the best, first

These updates aren’t available to everyone yet, but we’re already working on securing early access for our clients. That means faster adoption, smarter strategies, and a competitive edge in 2025.

If you’re ready to leverage these updates before the competition, let’s talk! 🔗 Get in touch with our team today