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Performance Max continues to evolve, and Google is taking things to the next level. With over one million advertisers already using this powerful campaign type, Google is introducing new reporting tools offering deeper visibility into channel performance, search terms, and creative assets.
If you’re serious about maximising your ROI and taking full advantage of Google’s AI-powered advertising, these updates are for you.
Let’s break it down.
Why This Matters: Performance Max Just Got Smarter
Performance Max gives you access to all of Google’s powerful inventory — across Search, YouTube, Display, Discover, Gmail, Search partners, and Maps — using automation and AI to drive conversions. In 2024 alone, over 90 quality improvements have driven 10%+ increases in conversions and conversion value — all without advertisers lifting a finger.
But automation doesn't mean giving up control. These new reporting features are about empowering marketers with transparency and actionable insights.
Introducing Channel-Level Reporting: Know Where Your Performance Comes From
One of the most highly requested features is finally here: channel-level reporting.
What You’ll Find on the Channel Performance Page:
- A visual breakdown of campaign performance across each Google channel.
- Insights into which channels (like YouTube or Maps) are driving conversions.
- Format-level data for video ads, product feed ads, and more.
“The recent Performance Max reporting enhancements... have driven sustainable growth and maximised our return on ad spend.”
– Janette Esala, Senior Director of Performance Marketing, DigiKey
How to Use It:
- Discover which channels are underperforming and which are ripe for investment.
- Refine your creative strategy (e.g., invest in more video if YouTube performs well).
- View placement reports for even deeper exploration of Display and YouTube performance.
Get Granular: Dive Into the Channel Distribution Table
Want to slice your data even further? Head to the channel distribution table for:
- Detailed metrics like clicks, conversions, cost, ROAS, and more.
- A downloadable view to share and analyze outside the Google Ads UI.
- Format-level breakdowns, including how Shopping ads or product feed ads are performing across channels.
This level of visibility allows marketers to fine-tune campaigns with surgical precision.
Optimise Smarter with Built-In Diagnostics
No need to guess where things are going wrong. The new diagnostics tool will:
- Surface potential issues by channel.
- Offer fixes and suggestions, like enabling final URL expansion or improving feed quality.
- Help prioritise efforts across the most impactful channels.
Example: A home and garden brand might discover that their ads aren’t showing on Maps due to missing store locations, and fix it immediately.
Search Smarter: Full Search Terms Reporting Now in Performance Max
This long-awaited feature gives you the same search query granularity as Search and Standard Shopping campaigns.
Use It To:
- Identify high-performing search terms and build tailored text assets.
- Exclude irrelevant or off-brand search queries using negative keywords or brand exclusions.
- Stay in control while maintaining reach and relevance.
Unlock Creative Potential with Richer Asset Reporting
Asset-level reporting is also getting a major upgrade.
What’s New:
- Access metrics like clicks, impressions, cost, conversion value/cost, average CPC, and more.
- Expanded reporting across Performance Max, Search, and Display campaigns.
- See which creative themes, formats, or visuals drive the most impact.
This means you can prioritise high-performing content and build a stronger asset mix to boost your Ad Strength.
The Bigger Picture: Optimising for the Full Customer Journey
Consumers move across channels fluidly — from Search to YouTube to Maps and back. That’s why Performance Max continuously looks for the best conversion opportunities, not just the average performer.
Relying on one channel’s short-term ROI can be misleading. Instead, focus on marginal ROI optimisation, which measures incremental value across all channels. This strategy ensures your total campaign value is always improving, not just one part of it.
What’s Next: Join the Open Beta & Learn More at Google Marketing Live
Key Dates:
- Open Beta for Channel Performance Reporting: Launching in just a few weeks.
- Google Marketing Live: Happening on May 21 — tune in for details on how to join, plus more powerful updates.
Final Thoughts: A New Era of Visibility and Control in Performance Max
With these enhancements, Google Ads is giving marketers the best of both worlds: powerful automation to drive results, and deep insights to make smarter decisions.
Whether you’re an enterprise advertiser or a growing eCommerce brand, these updates help you:
- See where your money is going,
- Identify what’s working,
- And act fast to maximise performance.
Don’t miss out — start exploring these new tools and supercharge your campaigns.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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