Google Ads is rolling out retention goals in Performance Max campaigns. The feature lets advertisers target lapsed customers and also tell Performance Max which of those customers are most valuable. That way, the system can automatically prioritize bids for higher lifetime value users.

Google had introduced this as a limited beta last year. Now it’s available to all advertisers, giving brands more control over their customer lifecycle strategies directly in Performance Max.

Alongside this update, Google has added a new Customer Acquisition Cost column in campaign reports.  It lets advertisers track how much they’re spending to acquire new customers across Performance Max campaigns.

Landing page images and creative automation get an upgrade

Google Ads is also introducing landing page image controls. This will enable advertisers to automatically pull images from their landing pages to expand ad creative options inside Performance Max. If the system identifies a chance to improve performance by swapping in a landing page image, it will do so, but only if an advertiser opted in.

Advertisers will have full visibility over what’s being used. Google says they can see the images, remove any they don’t like, or opt out of the feature entirely.

This new capability ties into a larger shift we’ve been seeing from Google Ads toward creative automation, where the platform uses its AI to find and test combinations of images, headlines, and calls to action across placements.

Performance Max is also offering image enhancements, including automatic cropping to fit different ad placements. If an image is uploaded, Google’s system might create different versions to unlock more inventory. Google also said it’s working on future enhancements like uncropping or animating static images. 

Negative keywords limit expands to 10,000

Google Ads has further expanded the limit on campaign-level negative keywords for Performance Max. Google first introduced campaign-level negative keywords in October 2024 and rolled them out fully in January this year. 

When this feature first rolled out, the cap was 100. Now it’s 10,000 negative keywords per campaign.

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