Microsoft Ads P.Max: The latest improvements

Improving Performance Max (P.Max) campaigns within Microsoft Ads is an essential and ongoing step toward achieving better results and efficiency. These campaigns are designed to maximize performance across multiple platforms, making continuous optimization crucial for every advertiser’s success. Frequent innovations and updates mean that anyone using P.Max campaigns has access to the latest tools and features that enhance targeting and campaign optimization.

February 2025 brought several enhancements that further strengthen the performance of P.Max campaigns. These updates include new tools, improved targeting options, and expanded features that enable advertisers to optimize their campaigns even more effectively.

Let’s take a closer look at the specific updates and improvements introduced this month.

Recently, we mentioned that Microsoft Ads introduced LinkedIn Profile Targeting, allowing advertisers to leverage LinkedIn data for campaign targeting. This was a significant shift, helping advertisers reach professionals based on their job positions or industries. Previously, this type of targeting focused on broader professional groups, enabling advertisers to target users based on basic job title or sector data.

Now, with the February updates, Microsoft Ads is taking this feature even further. Advertisers can now target users based on more specific details, such as the name of the company they work for or even their exact profession. This new capability offers even greater flexibility, allowing advertisers to refine their targeting to specific segments, such as company size or employment type. Naturally, this leads to better optimization for B2B campaigns, where reaching the right decision-makers within specific companies is crucial.

Source: Evaboot

Unfortunately, this feature is currently available only in a few countries, including the USA, Canada, UK, Australia, France, and Germany. However, we can expect further expansions in the future.

Another major update includes enhanced reporting tools, which provide advertisers with a better overview of campaign performance. These new tools allow for more detailed analysis of how different audience segments (e.g., based on demographics or behavior) respond to ads. This helps advertisers understand which creatives perform best and which audiences are the most relevant.

Additionally, advertisers can now analyze specific campaign elements, such as different ad formats, and identify which ones generate the highest success rates. These enhanced reporting tools contribute to more effective campaign optimization and better budget allocation.

Microsoft Ads has also introduced a customer acquisition optimization tool, allowing advertisers to focus campaigns on attracting new users rather than targeting existing customers.

This tool provides greater flexibility in campaign management, enabling advertisers to optimize bids based on user behavior and interactions. This ensures more efficient budget utilization and faster customer base growth.

Source: Microsoft Advertising

With the new conversion value rules in Microsoft Ads P.Max, advertisers can adjust conversion values in real-time, giving them greater control over campaign management. These rules allow advertisers to modify bids based on various factors, such as user location or device type (mobile, tablet, desktop).

The ability to adjust bids based on these factors enables advertisers to respond to user behavior in real-time and tailor campaigns to specific conditions.

For example, if a user comes from a particular location or uses a specific device type, the bid can be automatically adjusted accordingly.

The February updates in Microsoft Ads P.Max provide advertisers with new tools and features for more effective campaign optimization. With precise targeting, enhanced reporting, and more flexible customer acquisition strategies, advertisers can improve campaign performance and make better use of their budgets. These innovations offer greater control over campaigns and enable faster customer base growth.