Google Ads is increasing the negative keyword limit for Performance Max (PMax) campaigns from 100 to 10,000. This change responds to user feedback indicating that the previous cap was too restrictive. The new limit aligns with Search campaigns and will be rolled out to all PMax advertisers in the coming weeks.
The increase aims to provide more flexibility while maintaining control over campaign goals. Advertisers are advised to use negative keywords carefully, considering match type behavior to avoid hindering the system's ability to generate valuable conversions. Additional tools for ad control include brand exclusions, account-level negative keywords, and keyword prioritization.
Further updates regarding support for negative keyword lists in PMax are expected later this year.
