Huge upgrade to Performance Max: Google unveils new capabilities that can transform your campaigns
14.5.2025
When AI begins to understand you better than you
If you post on Google in 2025 and don't work with Performance Max — You're probably missing out on one of the most powerful platforms Google has to offer today. But even if you do use it, it's important to know: Google has announced Significant upgrade For this type of campaign, which includes new objectives, improved control, deeper reports and smarter use of images.
The goal is clear: to give you more power in your hands without giving up automation.
What is Performance Max and why is it important?
Performance Max is a campaign format that is based on artificial intelligence and displays your ads In all Google assets — including the search network, Advertising on Google Shopping, youtube, Gmail, Discovery andMedia Network — While intelligently optimizing for the best results according to the goal of the campaign.
Until now, the key drawback has been a lack of transparency and control -- but not anymore.
So what's really new? All the upgrades you need to know (April 2025)
1. New Marketing Target: Customer Retention
No more focusing only on new acquisitions.
From now on, you can choose a campaign of Customer Retention — A campaign aimed at returning dormant customers or those who made a purchase in the past but did not return.
Why is this important?
- Targeting Smarter Budgets
- Better use of remarketing lists
- Ability to generate personalized offers for users who already know you
2. Structured CAC Report: Customer Acquisition Cost
For the first time, Google allows you to insert CAC column (Cost of Acquiring Customer) To the campaign reports.
What once required external calculations -- now appears directly on the dashboard.
Advantages:
- Instant understanding if your campaign is really profitable
- Segmentation by Customer Type: New, Returning, VIP
- Automated analytics by traffic source or media asset
3. Smarter use of photos: Google scans your site
Google has added an option Incorporate photos directly from your landing pages, so even if you haven't entered enough visual assets — the system will know how to enrich the campaign on its own.
ANOTHER NOVELTY:
Google will be able to produce variations of your images for A/B testing purposes.
Why is this awesome?
- Saves graphics work
- Raises visual relevance
- Increases Brand Fit
4th. Improved control of search data
While PMax is based on AI, Google now allows More focused control On the behavior of the search campaign:
- granted Guide the algorithm Through targeted asset groups
- hath More transparency On which search queries trigger the campaign
- Combination of asset signals + audience signals allows for better targeting of learning
Real impact for advertisers and agencies
As someone who manages budgets of tens of thousands of dollars a month in Google Ads, this upgrade completely changes the way you build a campaign:
Practical example: a real campaign that has been upgraded
Our cosmetic client worked with Performance Max to bring in new customers.
After the update, we changed the campaign target to “Customer Retention” only.
Within 10 days:
- Cost to purchase decreased by 27%
- Conversion rate for repeat customers increased by 62%
- CTR on images pulled from the site — 1.9 times that of the original images
In summary: Performance Max 2.0 — no longer a “black box”
The latest upgrades reflect a clear trend: Google listens to advertisers and gives them Smarter control In its highly automated system.
If by now you thought Pmax was a “too closed” platform — now is the time to recheck.
Want your campaigns to be smarter too?
We are inSFB Know how to turn Performance Max into a smart sales machine.
✔️ Advanced campaign management
✔️ Use of Crowd Signals, Adjusted Assets and CAC Reports
✔️ Retention strategies and high return on investment
