Performance Max increases search theme limit to 50 per Asset Group

May 05, 2025 at 5:07:32 AM

TL;DR PMax News! The Search Theme limit has increased from 25 to 50 per Asset Group, allowing better guidance of Performance Max. This feature is live in many accounts. Search Themes are optional prompts that inform Google of actual search queries your audience uses, enhancing targeting without restricting reach. This update opens opportunities for optimization by incorporating top-performing search terms and aligning creative strategies with user intent.

Performance Max increases search theme limit to 50 per Asset Group

The Performance Max (PMax) feature has increased the Search Theme limit from 25 to 50 per Asset Group, allowing for greater guidance in campaign targeting. This update is already live in many accounts.

Search Themes are optional prompts that inform Google about the actual search queries used by the audience. By incorporating up to 50 keywords or phrases per asset group, advertisers can enhance Google's AI targeting capabilities beyond just assets and landing pages.

Key points about Search Themes include:

  • They do not restrict reach but complement Google's targeting.
  • Negative keywords remain applicable.
  • They are prioritized similarly to phrase or broad match in Search campaigns.

This update provides opportunities for optimization, including:

  • Adding high-performing search terms.
  • Aligning creative strategies with user intent.
  • Tightening targeting while maintaining automation flexibility.

This enhancement can significantly impact how PMax campaigns are managed.

Have more questions on this topic? Ask our AI assistant for in-depth insights.

Read more from sources 👇

Thomas Eccel
Thomas Eccel

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Thomas Eccel is a Top Google Ads Creator. Part of Swipe Insight Select, a curated list of top creators.

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