Google Ads releases Performance Max usefulness indicator

Google Ads rolled out a new Performance Max Usefulness Indicator, designed to help advertisers assess the incremental traffic impact of their search themes.

The big picture:

• Performance Max campaigns already leverage AI to automate ad placements across Google’s properties.
• The new indicator evaluates whether added search themes generate new, incremental traffic or simply overlap with existing signals.
• This helps advertisers refine their strategies and allocate budgets more effectively.

Why we care. The update, which we were told was coming in January, gives advertisers more visibility into how search themes contribute to campaign performance, allowing for better-informed targeting decisions.

Yes, but: While the feature enhances visibility, advertisers still rely on Google’s AI-driven optimizations, limiting direct control over exact search queries.

First seen. This update was first brought to our attention by Natasha Kaurra on X when she saw the alert in her account:

What’s next: Google is expected to continue refining Performance Max insights, with potential expansions into more granular reporting and budget allocation recommendations.

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