As an advertiser, I’m excited to announce that Google has expanded the capabilities of Performance Max (PMax) campaigns, allowing me to now connect with drivers through Waze. This update also gives me deeper insights into how my campaigns are performing.
Google’s recent enhancements make it possible for me to use Waze ad inventory within store goal campaigns and access new channel performance reporting for increased transparency.
Why this matters to me. With this update, my PMax campaigns targeting store goals can now effortlessly engage drivers in the U.S. through Waze’s “Promoted Places in Navigation” pins. This integration doesn’t require additional setup and optimizes my existing assets for higher store visits or sales. The timing is perfect as we approach the busy holiday travel season, and a worldwide launch is anticipated in 2026.
Enhancements in channel reporting. The updates to PMax campaigns include improved channel performance reporting. This feature enables me to see where my ads are appearing across Google’s network, including Search partners, which will soon be part of the detailed reports and visualizations.
The significance for me. For a long time, I’ve been seeking greater transparency in PMax’s performance data. These new reporting features show Google’s commitment to making PMax more accountable and transparent, particularly useful for those of us managing multiple accounts through MCC.
A bit of context. These updates are part of a series of improvements that were introduced in September, such as bulk reporting, segmentation options, and the ability to download data, all geared towards making PMax easier to scale and analyze.
The broader perspective. With the integration of Waze and enhanced reporting features, Google is positioning Performance Max as a full-funnel, omnichannel solution. This blend of automation with insightful data helps me drive both online and offline success.
Inspired by this post on Search Engine Land.
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