Google is bringing out huge updates to Performance Max campaigns (Pmax) in focusing on helping advertisers gain more reach effectively. This will also let advertisers know where their clients’ ads are displayed.
Google has brought in two headline updates that are the integration of Waze ad inventory and the new channel performance reporting. Here, the Waze ad inventory is for the store goal campaign and channel performance reporting is for better transparency.
Reach Drivers on Waze ads
Source: Google Ads help
If you are an advertiser running Performance Max campaigns that focus on store visits or direct sales, Google has brought in this expansion of reaching out to your client ads to Waze, which is one of the most popular navigation apps that is being used by millions of drivers.
This means when the drivers use the app to navigate, the ads appear on and will promote the client’s business, making users visit the spot. The Waze brand pins the promoted places on the Waze maps, which will automatically show locations from the client’s Pmax campaigns.
Let’s look at it with a simple example, let’s say, you are running ads for a restaurant that would lead directly to in-store traffic. When the drivers use the Waze maps, your restaurant will appear as a suggested stop or a destination to crash. By this way, people get to know about the restaurant and visit while they are on their way.
What’s even better! You don’t have to take any extra effort to set it up. Google will use your client’s existing campaign assets and optimize them accordingly. This feature is now available to the U.S and is expected to roll out globally in the upcoming year.
More Transparency with Channel Reporting
For a long time, the only frustration faced by the Pmax users was the lack of visibility of where their client ads actually appear. Well! Now this would solve that if their client owns an in-store business.
Performance Max merges placements across Google Search, YouTube, Display, Maps and more, but the worst part was understanding the way it works.
But now with the new Channel Performance Reporting, it is said to fix that issue. In the upcoming days, advertisers will soon be able to gain a detailed breakdown of where the ads appear and this will be seen in the reporting dashboard and visualization.
In short this means advertisers will be able to make better decisions out of the data they gain and also identify which channel performs well and delivers better results. This will help them optimize accordingly.
Greater Transparency
With these updates, there will be a broader shift in Google’s approach to Performance Max, making it more transparent, accurate reporting and user-friendly.
With the recent updates, such as bulk reporting, segmentation, and more data export options that were seen in September 2025, they stand as a base for the new changes that are yet to appear. This will allow advertisers to scale more efficiently, especially across MCC accounts.
Coming to an end, with these new updates, Google is planning to make Performance Max an omnichannel advertising solution by grouping automation and AI driven optimization. Now with the Waze ads, advertisers can reach customers online and offline as it ties a knot between digital ads and real time navigation.
