Google Ads has rolled out a new feature called the Performance Max Usefulness Indicator, designed to give advertisers clearer insights into how their search themes impact campaign performance.
Why It Matters:
Running ads without knowing what’s really working can feel like throwing darts in the dark. This new indicator helps advertisers figure out whether their added search themes are actually bringing in new visitors or just duplicating traffic they already had.
How It Works:
- Performance Max campaigns already use AI to automate ad placements across Google’s properties.
- The new indicator analyzes search themes to check if they’re attracting new, incremental traffic or just overlapping with existing sources.
- This insight helps advertisers fine-tune their strategies and spend their budgets more wisely.
The Real Benefit:
This update, first announced in January, gives marketers much-needed clarity. With better insights, they can make smarter choices about which search themes deserve their attention — and their ad spend.
The Catch:
While the feature is a step forward, it doesn’t solve everything. Advertisers still rely heavily on Google’s AI, which limits their control over specific search queries.
Spotted First:
This new functionality was first spotted by Natasha Kaurra on X, who shared a screenshot after noticing the update in her account.
Google Ads Performance Max now highlights Search Themes Driving Incremental Traffic!#PPCChat #GrowthPPC pic.twitter.com/STOUNcDHI0
— Natasha Kaurra | Paid Ads + CRO + PPC Whitelabel (@semexpertnav) February 11, 2025
What’s Next:
Google plans to continue enhancing Performance Max, with potential updates for more detailed reporting and better guidance for allocating ad budgets. Stay tuned!
