Google softens stance on Performance Max controls

Google has quietly introduced controls for its Performance Max (PMax) campaigns, giving advertisers the ability to exclude inventory from the Google Display Network and third-party search partners. The testing phase, which began in late June, allows media buyers to deselect these options via checkboxes in their campaign consoles, addressing one of the most persistent frustrations with Google’s automated ad product since its launch four years ago.

When PMax first launched, marketers struggled with a “black-box” automation model that lacked the visibility and strategic levers of standard campaigns. The perceived lack of control led some agencies to swear off the product entirely, citing an inability to trust where their media dollars were being spent. Now, a small but significant pilot feature lets buyers steer clear of what they often consider junk inventory.

Sam Clarke, managing director and head of search at Crossmedia, described the shift as fairly significant. “When PMax first came out, one of the biggest pain points was perceived lack of control versus standard campaigns,” he said. The new checkboxes, enabled by default, let users opt out of third-party search inventory and the broader Display Network. Brian Pappas, director of integrated search at Moroch, noted that while the feature is a small addition, it represents an unprecedented level of control over how the product functions.

Access to the feature appears to be spreading, with some U.S. and U.K. agencies gaining entry in the final week of June. However, demand is outpacing supply. James Viney, senior paid media account manager at Roast, said that three agencies he knows have requested access but were denied by Google reps. “It’s not been something that’s been terribly easy to get ahold of,” he added. Google confirmed the pilot status but declined to comment on why the changes were made or when broader rollout might occur.

The competitive setting shifts

Agencies are already seeing the benefits of the new reporting and control features. Kaitlin McGrew, head of SEM at PMG, told Digiday that the tools had restored confidence in PMax. The ability to “double down” on successful strategies has led to a 10% average increase in client investments into the product. Following tests comparing Google Shopping and PMax campaigns, several clients shifted spend from the former to the latter, driven by the desire for more manipulation over their ad spend.

David Dweck, president at Go Fish Digital, explained that search advertisers generally dislike the Display Network and view it as a source of remnant inventory that Google has forced them to opt into. The new opt-out feature allows them to bypass these channels without completely abandoning the efficiency of PMax. Google’s spokesperson stated that the pilot was launched with a limited group of advertisers and that the company remains dedicated to providing tools to drive real business outcomes as its AI capabilities evolve.