Google Ads just rolled out a powerful set of updates for advertisers using Performance Max (PMax) campaigns via the Google Ads API. These updates bring long-awaited control features that allow for more targeted, compliant, and effective campaigns, finally bridging a gap between automation and customization.
New Features You Can Use Right Now:
1. Device Targeting
You can now define which devices your PMax ads should show on — mobile, desktop, tablet, or TV screens.
Use Case: Exclude tablets if you notice lower conversions or prioritize mobile for on-the-go purchases.
To implement, attach a DeviceInfo criterion to your PMax campaign settings using the API.
2. Negative Keyword Lists
Finally, advertisers can use shared negative keyword lists with Performance Max!
Use Case: Avoid irrelevant or brand-damaging searches like competitors’ names or misaligned queries.
You can now attach a NegativeKeywordListInfo directly to the campaign, helping reduce wasted spend and improve traffic quality.
3. Age Range Exclusions
PMax now supports age-based targeting exclusions, allowing advertisers to block certain age groups from seeing their ads.
Use Case: Exclude users under 18 for alcohol-related brands or senior products that aren't relevant to Gen Z.
Use AgeRangeInfo as a negative criterion to implement this cleanly and stay compliant with sensitive industries.
Why It Matters:
These updates mean advertisers no longer have to choose between full automation and full control. You get the efficiency of PMax plus guardrails to:
Prevent brand misalignment
Focus spend on high-intent devices
Stay within regulatory bounds for age-sensitive industries
How to Get Started:
All these features are live across all supported versions of the Google Ads API. Google provides detailed developer guides for implementation, so your dev or agency team can plug these in immediately.
