Google rewrote the digital advertising landscape in 2024 with a comprehensive set of high-performance Performance Max features aimed at campaign controls and reporting capabilities. Moving into 2025, Google Ads’ Latest Performance for the Latest Performance. Here is a closer look at what is new and how these features will help you level up your marketing strategy.
Advanced Campaign Controls to Steer AI
Google Ads’ New Performance Introduces Stronger Controls for Advertisers to Guide AI-driven Ad Campaigns.
Campaign-level negative keywords are now unlocked for all advertisers, helping avoid sensitive queries that may not be the best fit for your brand, thus making it so that your ads appear exactly where they matter most.
Optimized Customer Acquisition Goals
With Google Ads’ Latest Performance, advertisers can now focus on acquiring high-value customers more effectively. The new customer acquisition goal, complemented by a high-value mode, leverages Customer Match data to identify and bid more for users likely to maximize lifetime value. This feature provides campaign-level reporting, offering insights into new and high-value customer acquisition metrics.
Enhanced Brand Exclusions for Retail Campaigns
Retail advertisers will now enjoy better brand exclusion controls in Google Ads’ New Performance. You can now selectively apply brand exclusions on Search text ads while keeping the branded traffic for Shopping ads. Thereby, it will help in managing the brand presence across various ad formats appropriately.
Expanded URL Targeting Rules
“URL contains” rules, previously only available for standard Performance Max campaigns, are now available for campaigns with product feeds in Google Ads’ Latest Performance. Advertisers are able to target traffic based on whether a URL contains specific patterns, like for an athletic apparel store, all pages containing “shoes.” It is a strategic manner in which ad targeting is aligned with the structure of a website.
Demographic and Device Targeting Updates
The Latest Performance in Google Ads introduces demographic exclusions and device targeting as betas. This means that the advertisers can exclude certain age groups, like “18-24” or “65+”, to target their audience more precisely. The new feature of device targeting allows for the customization of ads for computers, mobile devices, or tablets, ensuring the best reach on all platforms.
One standout feature is the introduction of advanced demographic exclusions. With Google Ads’ Latest Performance updates, advertisers can now fine-tune their audience by excluding specific age brackets, ensuring that their ads reach the most relevant demographics.
More Search Reporting Insights
Understanding what makes ads perform better is important. Google Ads’ Latest Performance includes enriched search reporting capabilities. The search themes usefulness indicator shows how effectively your specified search themes are contributing to the success of a campaign. Furthermore, the new source column in search terms insights clarifies whether queries originate from Performance Max’s AI or from your added search themes.
Improved Asset Group Performance Reporting
Asset group reporting has greatly improved in Google Ads’ Latest Performance. It is now possible to segment performance data more granularly by device, time, and more. Asset group performance data can also be downloaded for easier sharing and external analysis.
Stay Ahead with Continuous Google Ads’ Latest Performance
Google Ads’ Latest Performance is not a one-time upgrade. Expect continuous enhancements throughout 2025, including new campaign controls, reporting features, and insights. Your feedback plays a vital role in shaping these updates, ensuring they meet the evolving needs of advertisers.
With these updates, Google Ads’ Latest Performance is setting new standards in digital advertising. Advertisers can expect more control, better insights, and improved campaign efficiency, making 2025 a promising year for marketing success.
Another highlight is the improved asset group reporting. Thanks to Google Ads’ Latest Performance enhancements, marketers can now segment performance data more granularly. This includes analyzing conversions by device, time, and other key metrics, providing deeper insights into what drives success.
