Google PMax updates add Waze ad reach

The quick answer

Google released several Performance Max updates you can use now. Here is what you need to know:

1. Run ads on Waze. If you use Performance Max for store goals, your ads can now automatically appear on the Waze navigation app for users in the U.S.
2. Get better reporting. New channel performance reports show you which channels drive results across your PMax campaigns, giving you more transparency.
3. Access reports from your MCC. Soon you can view channel performance reports from your manager account (MCC), making portfolio-level analysis easier.
4. See search partner data. Reporting will also expand to include performance data from search partners, filling a common information gap.

What the PMax Waze Integration Means for You

The most significant of the recent Performance Max updates is the integration of Waze ads for campaigns with store goals. This feature expands your reach to millions of drivers actively navigating near your business locations.

This update connects your business directly with on-the-go consumers who have high purchase intent. It’s designed to capture attention during last-minute trips and planned journeys, making it especially effective for retailers during peak shopping seasons.

If you are a U.S. advertiser running PMax campaigns optimized for store visits or local actions, this feature is now active. Google plans to expand Waze inventory to more markets in 2026.

How Waze ads work in Performance Max

The integration is built for simplicity. You do not need to perform any additional setup or create new campaigns to get your ads on Waze.

Performance Max automatically uses your existing campaign assets. Your business location appears as a "Promoted Places in Navigation" pin on the Waze map while a user is on their route. The system optimizes delivery to achieve your specific campaign goals, whether they are Store Visits, Store Sales, or Local Actions like directions.

This automation allows you to focus on strategy while Google’s AI handles the tactical placement to reach relevant drivers. It's a powerful way to make your SEO and content efforts work harder by driving physical traffic from online visibility.

Who should use Waze ads in PMax

This update is specifically for businesses with physical locations that want to drive more foot traffic. If your campaigns use store goals, you are the target user for this feature.

Industries that can benefit immediately include:

• Retail stores
• Restaurants and cafes
• Auto service centers
• Grocery stores
• Any business seeking to increase in-person visits

By reaching users during their active navigation, you place your brand directly in their decision-making process at a critical moment. This helps turn digital impressions into physical customers.

Get Deeper Insights with New PMax Reporting

For a long time, advertisers asked for more transparency into Performance Max campaigns. Google responded with expanded channel performance reporting, now available for all PMax campaigns.

These reports address the "black box" concern by giving you clear visibility into which specific channels are driving your campaign results. You can finally see a performance breakdown across Google's entire network.

This is a major step forward for anyone trying to build a data-driven marketing strategy. You can now make more informed decisions about budget allocation and creative optimization based on hard numbers, not just overall campaign performance.

What you can find in channel reports

The channel performance reports give you a detailed breakdown of where your ads ran and how they performed. This helps you understand the entire customer journey.

The channels included in the report are:

• Search
• Display
• YouTube
• Discover
• Gmail
• Maps
• Waze (for store goal campaigns)

The report also includes recent improvements like bulk reporting and download capabilities. You can even segment results for a more granular analysis. These features make it easier to manage and analyze data at scale. Ultimately, a clear report helps you prove the value of your marketing spend, a core part of how we build and present our work in our portfolio.

Upcoming reporting enhancements

Google is not stopping there. More reporting features are rolling out to provide even greater control and insight. Two key additions are on the way.

First, channel performance reports will become accessible from manager accounts (MCC). This is a huge win for agencies and enterprises that manage multiple ad accounts. It allows for portfolio-level analysis and strategic decisions based on aggregated performance data.

Second, reporting for search partners will be added to the channel breakdown. This fills a significant reporting gap, giving you a complete picture of your search performance beyond just Google-owned properties.

Other Recent PMax Updates to Use

Alongside the major Waze and reporting news detailed in the original article from Search Engine Land, Google has rolled out several other practical PMax features in 2025. You should be using these to refine your campaigns.

• Search term reports in Google Ads Editor: You can now access PMax search term reports directly in Google Ads Editor (version 2.11 and later), streamlining your workflow for keyword analysis and optimization.
• Campaign-level negative keywords: This was a highly requested feature. You can now apply negative keyword lists at the campaign level to prevent your PMax ads from showing on irrelevant search queries.
• Doubled search theme limits: The limit for search themes in asset groups was increased from 25 to 50. This gives you more room to guide the PMax AI with signals about your target audience and offerings.
• Asset group segmentation: You now have the ability to segment and download asset group performance data, helping you identify which creative combinations are performing best.

These updates give you more of the manual controls you're used to from other campaign types, allowing for finer tuning and better performance.

Your Action Plan for These PMax Updates

New features are only useful if you use them. Here is a simple, step-by-step plan to take advantage of these new Performance Max updates today.

Step 1: Check your store goal campaigns

If you have physical locations, your first action is to review your PMax campaigns for store goals. If you're a U.S. advertiser, the Waze integration is already active.

Go into your Google Ads account and check the location settings for your campaigns. Ensure your Google Business Profile is correctly linked and that your campaign is optimized for store visits or local actions. Monitor your reports for changes in direction requests and store visit data attributed to the new placement.

Step 2: Dig into channel performance reports

Navigate to your Performance Max campaigns and find the new channel performance reports. Don't just glance at them. Download the data and analyze it.

Look for which channels drive the most conversions and which have the best return on ad spend (ROAS). This data should directly inform your budget allocation. If YouTube Shorts are outperforming Display ads, consider shifting creative resources and budget accordingly.

Step 3: Refine your targeting with new tools

Put the other new updates to work immediately. Review your search term reports and add any irrelevant terms to a campaign-level negative keyword list. This simple action can save you money and improve lead quality.

Next, revisit your asset groups. With the new 50-theme limit, you may be able to add more granular search themes to better guide the campaign's AI. A well-optimized campaign sends traffic to a website that is designed to convert, ensuring your ad spend is not wasted.

By following these steps, you can harness the latest Performance Max updates to expand your reach, gain clearer insights, and drive better results for your business.