In 2025, Google continues to enhance Performance Max with more controls and reporting.
New features include campaign-level negative keywords, rolling out to all advertisers, and high-value new customer mode that uses Customer Match to predict and bid for valuable new users.
Retail advertisers can now apply brand exclusions only to Search text ads while keeping Shopping ads for brand terms.
URL contains rules expand to product feeds.
Upcoming betas allow age-based demographic exclusions and device targeting.
Search themes now provide insights on query sources and usefulness indicators.
Asset group reporting gains segmentation by device, time, etc., and is now downloadable.
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