Google expands PMax reach with Waze ads

Google is rolling out two key updates to Performance Max (PMax) campaigns — adding Waze ad inventory for store goal campaigns and introducing channel performance reporting for greater visbility.

Why we care. Advertisers using PMax for store goals in the U.S. can now reach drivers directly on Waze through “Promoted Places in Navigation” pins — no extra setup required. The integration automatically optimizes existing assets for store visits or sales, arriving just in time for the holiday travel season, with a global rollout planned for 2026.

Search partner comes to Channel reporting. PMax campaigns are also getting enhanced channel performance reporting, allowing advertisers to see where their ads appear across Google’s network — including Search partners, which will soon be included in the reports and visualizations.

Between the lines. Advertisers have long requested more visibility into PMax’s opaque performance data. These reporting updates signal Google’s effort to make the campaign type more transparent and accountable, especially for brands managing multiple accounts through MCC.

The backstory. The updates follow several September improvements — including bulk reporting, segmentation options, and download capabilities — all designed to make PMax easier to analyze at scale.

The big picture. With the Waze integration and expanded reporting, Google is positioning Performance Max as a full-funnel, omnichannel solution — blending automation with better insights to help advertisers drive both online and offline results.

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