Google Ads expands PMax negative keyword limits

Google Ads is significantly increasing the negative keyword limit for Performance Max (PMax) campaigns, raising the cap from 100 to 10,000 per campaign, aligning with Search campaigns.

By the numbers:

• Previous cap: 100 negative keywords per PMax campaign
• New cap: 10,000 negative keywords per PMax campaign
• Rollout timeline: Next few weeks for all PMax advertisers

Why we care. Advertisers had expressed frustration that the previous 100-keyword limit was too restrictive, limiting control over where their ads appeared. The update provides greater flexibility while maintaining campaign effectiveness.

The big picture: Google Ads Liaison, Ginny Marvin says the cap ensures system flexibility while giving advertisers more control, in her update on X. She also advises using negative keywords carefully to avoid limiting conversions.

What’s next: Google is working on further enhancements, including support for negative keyword lists in PMax later this year. Advertisers can also use tools like brand exclusions and account-level negative keywords for additional control.

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